This project was part of CAAPS’ annual Lantern Festival, a cultural event that celebrates the traditional lantern festival while bringing the community together through food, live music, and performances. It also served as the final project for our Marketing 122 class, where I led a team of six as Project Manager to develop a full media strategy aimed at increasing event attendance.

Our campaign included survey research, social media content creation, flyer design, and paid advertising to build awareness and engagement. From September 28 to November 5, 2025, our campaign achieved strong results. On Instagram, we reached 217,492 total views including25.1% from ads and 74.9% from organic content with 45,757 accounts reached and 563 link and QR code taps.

While Facebook ads performed more efficiently in terms of paid reach, delivering 165,748 total views (82% from ads and 18% from organic), Instagram led overall engagement, generating higher organic reach and stronger audience interaction.

Together with Khanh Huynh, I handled most of the design work and social media videos, while we both continuously monitored and analyzed campaign data to refine our strategy. The event concluded successfully with over 5,000 attendees, filled with exciting activities, cultural performances, and community pride, showing how creative storytelling and data-driven marketing can bring tradition to life.