Midsumma Festival is Australia’s premier LGBTQIA+ cultural festival. Made for and by communities who share experiences around diverse gender and sexuality.

    Midsumma Festival brings a diverse mix of artists, performers, communities and audiences together under a single umbrella for a celebration and innovative presentation of queer arts and culture.


    The following objectives were outlined by Midsumma Festival:

    Increase Mobile
    Ticket Purchasing
    Establish a Structured
    Social Media Strategy
    Heighten Partner
    Public Awareness


    Midsumma Festival is a champion of LGBTQIA+ cultures, conversations and events. They are the intersection between generations, people, ideas, stories and experiences – a focal point for connections and belonging.

    They create inclusive and safe social spaces. They provide platforms for shared experience in a world which often under-represents us.

    They value diversity and we embrace difference. They increase our communities’ profiles and amplify the stories that might otherwise not be seen, heard or felt.

    Although the primary three-week festival is held in summer each year, Midsumma works year-round to provide artists, social-changers and culture-makers with support and tools to create, present and promote their work.


    By developing and executing a series of targeted Strategic Initiatives, Midsumma Festival successfully achieved the following:

    Mobile and tablet users overtook
    desktop users for the first time in
    festival history.
    38% rise in overall
    Festival website traffic.
    A UGC content reach of approx
    11M Victorians.


    • Firstly, we conducted an audit and analysis to assess what currently was and what wasn’t working for their brand online. We used online media monitoring tools to listen to conversations across multiple mediums, which enabled us to determine some key data. This data was then used to form the foundation of our strategic recommendations.

    • Following the Audit and Analysis, Thinktank Social created and presented a social media strategy for the 2015 festival to the Midsumma Board. The strategy offered Midsumma a social media marketing blueprint that they could implement to optimise all festival promotions, events and partner activity.

    • Thinktank Social was subsequently appointed the Midsumma Festival’s Social Media Marketing Advisory Partner, assisting festival staff and partners with:

      • Midwinta Gala Ball event and sponsor marketing.
      • Partner social media advisory for activations such as Yarra Trams GlamStop, Australia Post #PostPride and the NAB Pride Tree.
      • Program guide social media posting strategy, social advertising recommendations and Official Program Guide Launch social support.
      • Misumma Festival and Pride March social tactic integration advisory.
      • Telstra Citizen Reporter management and policy document creation.


    • Users uploaded 5K+ pieces of photo content to Instagram using #midsumma

    • 38% rise in overall festival website traffic

    • Sales through the Midsumma Festival website accounted for 95% of all ticketing revenue in 2015

    • Mobile and tablet users overtook desktop users for the first time in festival history

    • 187K Midsumma Festival website visits and 546K page views

    • Social media marketing contributed to 19.95% of festival website traffic

    • Midsumma Facebook post reach received a 215% increase and 378% engagement increase

    • Users generated 13,000 posts across Facebook, Twitter and Instagram with a potential reach of 11,000,000 Victorians

    The team at Thinktank Social were excellent and I couldn't recommend them highly enough. The campaign strategy was sound, delivered exactly as promised and exceeded our expectations.
    Midsumma Festival


    Dual Olympian and 8 x BMX and Mountain Bike World Champion, Caroline Buchan…
    For over 30 years, PRH has created and commanded an industry leading role i…
    The Melbourne Boat Show is Victoria's annual celebration of the positive an…
    eCommerce website project for Olympian, Matilda and Sydney FC player Chloe…