Islam Allam

NSTI

FESTIVAL

The 7th Edition

ROLE

Graphic Design

Social Media

Campaign Brand

Art Direction


Agency

Hrmny


YEAR

2024

The NSTI Festival, also known as the National Science, Technology and Innovation Festival, is the largest educational event of its kind in the United Arab Emirates. It fosters creativity and innovation in science, technology, and entrepreneurship for students of all ages. The festival provides a platform for students to showcase their inventions, compete in science competitions, and learn from leading experts.



Clicks, Crowds & Celebration:

Igniting the #NSTI with Social Media


I was responsible for developing and executing the social media direction for the NSTI Festival. This case study outlines my approach to directing & creating engaging visuals that effectively promoted the festival across various digital channels.


Campaign Brand and Target Audience

Understanding the NSTI Festival’s brand identity and target audience was crucial for crafting a cohesive social media presence. Collaboration with the marketing team defined the brand’s voice and tone, ensuring all visuals aligned with the festival’s overall message and resonated with the target demographic.


Visual Content Strategy

A comprehensive visual content strategy was developed, including:

  • • Eye-catching graphics: A variety of social media graphics, including posters, banners, and story elements, were designed. These graphics 
  • incorporated the NSTI Festival’s branding and effectively communicated key messages.
  • • Brand consistency: All visuals adhered to the brand style guide, maintaining a consistent visual identity across all social media platforms.
  • • Platform optimization: Visuals were tailored for each platform’s specific dimensions and formats to maximize their impact on each channel.


Content Calendar and Scheduling

A content calendar was created to ensure a consistent flow of engaging social media content throughout the campaign period. This calendar included:

  • • Variety of content formats: A mix of static images, eye-catching animations, and short videos were incorporated to keep the audience 
  • engaged.
  • • Strategic posting schedule: The posting schedule was planned to optimize reach and engagement, considering peak usage times for each 
  • platform.

Results and Achievements

The social media campaign for the NSTI Festival achieved significant results, including:

  1. • Total followers gained across platforms: 3,258
  2. • Combined impressions: Over 27 million, with a 239% achievement over planned goals.
  3. • Total engagements: 129,985 with paid TikTok followers increasing by 1,611 underscoring the effectiveness of paid media strategy.

Highlighting Visual Showcase