Live at Kumbali
Client
Standard Bank & Kumbali Country Lodge
Project Focus
Digital Marketing
Content Strategy
Year
2025
According to LIVE at Kumbali's official ticketing partner, Kwenda.co, LIVE at Kumbali recorded the highest ticket sales for the event to date, surpassing the previous year's numbers and strengthening its position as a key cultural event. Online, the event achieved a strong engagement rate, with audiences actively interacting with content across platforms. The sustained excitement throughout the campaign contributed to increased awareness, conversation, and a memorable live experience that resonated both digitally and physically.
The Challenge
The objective was to transform LIVE at Kumbali into a fully immersive, unforgettable live music event that targeted an audience that included affluent professionals, expatriates, and cultural enthusiasts aged 25–40 who are selective in their lifestyle choices and eager for sophisticated entertainment experience. There was a need for a comprehensive strategy that would not only drive ticket sales, but also amplify the aura of the event, turning every interaction into a moment of excitement and anticipation.
Our Approach
We combined strategic digital marketing with immersive storytelling to bring LIVE at Kumbali to life online and on the ground. We produced a range of creative content, including event posters, countdown graphics, artist reveal teasers, ticket giveaway announcements, and a series of reels and promo videos. These were shared across dedicated LIVE at Kumbali social media pages that were established on Facebook, Instagram, LinkedIn, X and TikTok. We collaborated with influencers as well who helped drive conversation, amplify artist content, and create a relatable connection to the event. To grow excitement and boost ticket sales, we ran artist-led ticket giveaway contests and shared promotional videos throughout the marketing period. Through these initiatives, we built anticipation and captured the energy of the event while maintaining consistent online visibility and engagement. Media partnerships strengthened LIVE at Kumbali's reach further, including a sponsored segment with Podcast Malawi and ten advertising slots with Zodiak Broadcasting Station, who also shared seven Facebook posts to extend visibility. The Nation and The Daily Times published strip ads and feature articles before and after the event. In addition, The Daily Times released a pre-event press statement. ATM graphics were also developed and were displayed on Standard Bank ATMs around the city. We also mounted a billboard in City Centre and placed 50 posters across 27 key social hotspots in Lilongwe. On the day of the event, our content team, together with the influencers (Serene, Tsvangrai, Wongani Siwande and Groove 100 FM) and invited media houses (Zodiak, NPL and Times), delivered real-time coverage, capturing live performances, behind-the-scenes moments, crowd energy, and atmosphere to keep audiences engaged online. Post-event, we released recap highlights, performance clips, and community-driven storytelling to extend the experience and maintain momentum.
