Sxodim Fest 2023
Клиент
Davai Sxodim!
Рабочая группа
Project Leader - Yulia Rakhmetova
Creative Director - Sergey Sek
Account Director of the Festival / Sponsorship Integrations - Adlet Smykov-Moldagaliev
Event Manager - Yulianna Kim
Business Assistant - Alexandra Khrustaleva
PR Director - Irina Buchnaya
Art Director - Vladimir Lukashov
Director - Andrey Khvan
Artist Relations Manager - Almat Orynbeck
Artist Relations Manager - Asel Dosymbekova
Account Manager - Abylaykhan Tileukabylov
VIP Zone Manager - Ainura Turganbaeva
Festival Setup Manager - Seidzhanov Mukhambetjan
Assistant Event Manager - Aruzhan Embergenova
Website Developer - Adil Kadyrbergen
SMM Manager - Zarina Asankhanova
Digital Marketing Specialist - Azat Takirov
Venue Manager - Azhar Genri
Lawyer - Zarina Iskakova
Backstage Manager - Diana Son
Commercial Director of Sxodim.com - Didara Nurtazina
Assistant to Project Manager - Shakhnoza Botkalo
Co-founder of "Davai Sxodim!", Project Manager - Bakdaulet Bekzhanov
Assistant PR Director - Darya Komissarova
Задача
Challenge
Sxodim Fest is an annual open-air music festival in Almaty, organized by Kettik Group (formerly the media holding "Davai Sxodim!"). Originally a VKontakte page, "Davai Sxodim!" evolved into a multi-million dollar company with over 5 million followers in Kazakhstan. In 2021-2023, the media group was rapidly expanding and redefining itself as more than just a popular social media platform.
To address this challenge, Lincoln Company, our full-cycle event agency, was brought in to develop the concept, manage the event, oversee PR+marketing and sponsorship efforts. In 2021 we created Sxodim Fest with the goal of strengthening "Davai Sxodim!" market position and connecting with its audience offline. We launched the festival in 2022 and by 2023 it had grown into the largest music festival in Kazakhstan, attracting 9,000 participants and achieving an overall reach of 15 million people both online and offline.
In 2023 our tasks were the following:
1. Create a benchmark festival for Central Asia and a lifetime experience for our audience.
2. Sell over 6,000 tickets and secure at least 50 partners.
3. Use a wide range of PR and marketing instruments to promote the event.
4. Expand the Sxodim Fest Instagram account and enhance the overall brand visibility of both Sxodim Fest and Davai Sxodim.
Results
The festival exceeded our expectations. On June 24, we successfully organized Sxodim Fest 2023 at Pervomayskiye Ponds, attracting over 9,000 guests.The event featured 5.5 hours of live music with headliners including a top Kazakhstani artists Irina Kairatovna, who performed their new album “Ajara Gudju” for both young and adult audiences, and the Ukrainian band Quest Pistols, who played their classic hits beloved by older fans.
A key element of our strategy was social media marketing (SMM):
- During the three-month pre-promotion period, Sxodim Fest Instagram account grew by 8,500 followers, peaking at over 14,400. This growth was fueled by engaging and trending Reels, around 50 ticket giveaways, media partnerships and 50+ ambassador promotions.
- Partner posts reached a total of 678,884 people, and 27 promotional posts by festival artists further amplified our reach.
- We also created TikTok page from scratch and generated 1,7 million views.
- “Davai Sxodim!” bolstered the campaign with over 100 social media posts, contributing to more than 15 million overall impressions through PR, social media, and targeted ads.
We collaborated with prominent brands such as: InDrive, Pepsi, Lipton, 1Fit, Gorilla, Martini, William Lawson’s, Jusan Bank, Tele2 and others.
Among our standout integrations in 2023 were the following cases:
- Tele2, a leading mobile network in Kazakhstan. Sxodim Fest became the first festival in the country to offer 5G speed, made possible through our partnership with Tele2. A special promotion through Tele2's app led to the successful sale of 2000+ tickets. Tele2 built a first 2-level promo zone at the event, livestreamed the whole event and shared a free wi-fi for Tele2 customers.
- Old Spice, an American brand of male grooming products. We integrated Old Spice into Sxodim Fest by leveraging our headliners, Irina Kairatovna, who had previously collaborated with the brand and just launched a new music video, "Cheena," featuring a Kazakh model with a large aerosol can as an Old Spice representative. During their performance at the festival, we recreated a key scene from the video by having Cheena appear on stage with the aerosol can while the band performed the track. The impact was enormous—the video of Cheena’s appearance went viral on TikTok, significantly amplifying Old Spice’s brand presence.
- Jusan Bank - one of the biggest banks in Kazakhstan. Jusan Bank promoted Sxodim Fest through their app, built a big chill zone from recycled banners and gave away handcrafted t-shirts.
By the end of 2023, following the second Sxodim Fest, “Davai Sxodim!” had grown to 5 million followers across all platforms.
Sxodim Fest 2023 set a new benchmark for future festivals in Kazakhstan, further promoting «Davai Sxodim!» brand’s growth and solidifying our commitment to delivering high-quality, culturally impactful experiences.
