CUBA DUPA
Social Media
Digital Strategy
Web Experience
Cuba Dupa is a free street festival in Wellington celebrating food, beverage, music, and culture.
The challenge was to increase CubaDupa’s brand awareness and engagement across social channels while making the festival feel accessible and exciting to a wide audience.
I led the creative direction for digital campaigns, guiding the festival’s tone, visual identity, and social content. A highlight was the launch of an interactive itinerary that let attendees build and share their own line-ups. This turned festival-goers into active promoters, generating authentic peer-to-peer buzz and extending reach beyond paid campaigns. It also provided insights into audience preferences that informed future content.
The results were clear: over 100,000 attendees and record social engagement. This project demonstrated how creative social content and strategic digital campaigns can drive both audience excitement and brand impact.
