Mirage Festival
Content and system strategy · 2026 · Festival marketing · Meta Ads · Notion
Mirage is a three-day electronic music festival in Taiwan entering its second year in 2026. Outside a small circle, almost nobody had heard of it.
When I joined in late May, ticket sales opened in a week and there was no marketing plan. The budget was close to zero.
I came in to build the plan, make the content, and sell tickets.
Week 1Phase 1: Strategy
I turned my research into a 24-slide strategy deck.
The campaign concept (“It was real. It was all yours.”), became four content pillars, a Reels-first Instagram plan and a plan for launch night.
June to SeptemberPhase 2: Content
I wrote the scripts, coordinated a photoshoot with every artist, co-produced the videos and directed on set.
The photo and video series covered all 36 artists.
We also ran a content series for the official T-shirt that sold out during the festival.
Pre-parties with on-site discounted tickets.
I also ran the Meta ads: 25,000 paid clicks to the ticket page at under NT$1 (US$0.03) per click.
3 monthsResults
Buyers flew in from Europe, the US, Australia, Hong Kong and Thailand.
After the festivalPhase 3: Post-mortem
After the festival I turned the raw order data into a buyer report: who bought, when, and what moved them.
It gave the organizers a 2027 plan built around their price deadlines and a live page to set ticket targets and track them each week.
