Taste of the Danforth

Taste of the Danforth is Canada’s largest street festival, and one of Toronto’s biggest summer events. For the 2016 iteration, Orchestra managed the festival’s social media accounts for a 3-week period and boosted engagement using organic and earned media only.

A Sampler

Pablo Terry & Sol de Cuba keeping things caliente on the #Danforth! #TOTD2016 #greektown #toronto #festival #music #salsero

A video posted by Taste of the Danforth (@tastedanforth) on

Video posts highlighted the festival’s atmosphere and activities.

#TOTD2016 isn't just delicious food. Visit the #Sports Zone at #Danforth and Playter and you'll see. Come have a ball with @torontoargos (so #Greek!), @torontofc, @mapleleafs and @raptors!

A photo posted by Taste of the Danforth (@tastedanforth) on

Highlighting family-friendly activities like the Raptors Sports Zone drove attendees to on-site engagements.

@vondoughnuts will take care of your sweet tooth with gourmet #doughnuts and @gregsicecream sandwiches. #TOTD2016 #Toronto #festival #Danforth #greektown #food

A photo posted by Taste of the Danforth (@tastedanforth) on

Showcasing vendors and festival food gave local businesses — the backbone of TotD — a big boost.

Don’t let #Zeus take selfies all by himself. Come to the Valley of the Gods at #TOTD2016 and take a picture with him, Poseidon, #Athena & Aphrodite! #greek #festival #Danforth #Toronto #culture #mythology

A photo posted by Taste of the Danforth (@tastedanforth) on

Memorable moments and colourful characters got plenty of engagement.
It wasn’t all on-site posts; media tie-ins and cross promotions got coverage, too.
A good example of effective Twitter tagging.

The Solution

  • Developed social media calendars for 3 separate platforms.
  • Increased social presence by posting over Facebook, Instagram and Twitter.
  • Facebook Live streaming and on-site community management over 3-day period.
  • Served as a social media customer service portal for festival attendees.
  • Created nearly 200 unique social media posts over program's 3-week period.

The Results

  • Grew Taste of The Danforth's Instagram community by 41%.
  • More than 285,000 organic impressions over a 3-week period.
  • Facebook was the most dominent social media channel with a 7.6% engagement rate over a 3-week period.
  • Over 1,200 sponsor and festival mentions using the #TOTD2016 hashtag.