Folklorama 2025
Creating FOMO at scale for one of Winnipeg’s largest city-wide festivals.
Services Provided
Social Media Strategy
Real-Time Content Creation
Video Production + Editing
Photography + Curation
Social Media Management
Live Event Coverage
The Challenge
Folklorama isn’t your average festival.
For two weeks, more than 40 pavilions come to life across Winnipeg, each with its own performances, food, cultural displays, volunteers, and stories to tell. And it’s all happening at the same time.
The challenge? How do you capture the scale of it all without losing the heart of what makes the festival special?
Our goal was to create a serious case of FOMO-rama.
Not by simply documenting what happened, but by creating an always-on content engine that made audiences feel like the festival was unfolding around them in real time—and gave them a reason to get out and experience it for themselves.
With 43 pavilions operating across Winnipeg over two weeks, there is no single festival site, stage, or experience to capture. Each pavilion is entirely its own world, and guests only have one week to visit each half of the festival lineup.
That means the content can’t wait.
A recap posted after the festival is over might preserve the memory, but it can’t drive someone through the doors. Our strategy was built around speed: capture the experience, tell the story, and get it in front of audiences while they still had time to be part of it.
Our Approach
The strategy started with one question:
How do we make people feel like Folklorama is happening everywhere—and they need to be part of it?
The answer was a content system built around the full pavilion experience.
Every pavilion highlight reel followed a loose storytelling formula, capturing the elements that make each experience unique: the performances, cultural displays, food, volunteers, and overall atmosphere.
In just one to two minutes, audiences could get a genuine glimpse into what it felt like to walk through the doors.
The goal wasn’t highly polished content delivered weeks later. It was energetic, immersive storytelling delivered while the experience was still happening.
For 14 straight days, the content cycle never really stopped.
Each evening meant travelling to three or four pavilions across Winnipeg, with each location featuring a roughly 45-minute show. Pavilions were grouped geographically where possible, but with tight showtimes and locations spread across the city, every night required careful planning and an even tighter production schedule.
At each pavilion, content was captured simultaneously for Stories, photography, and video.
The workflow looked like this:
Live Story coverage from inside each pavilion.
Video and photo capture throughout the full experience.
In the car between locations, the top 10 photos were selected, edited, and published as a same-night carousel.
Arrive at the next pavilion and do it all over again—three to four times per night.
The next morning, footage from the previous evening was edited into individual pavilion highlight vlogs, complete with voiceover.
Those videos were published throughout the morning and afternoon.
Then, that evening, the entire cycle started again.
For two weeks straight.
Content Olympics feels like a fair description.
The result was 43 individual pavilion highlight vlogs, each fully planned, filmed, edited, voiced, and published by Office Hours Social, alongside 43 curated 10-image carousels, live Story coverage, and thousands of festival photographs.
The pavilion vlog format itself has roots going back to 2021, when the concept was first developed for Folklorama. By 2025—our fourth festival season working on the event—the format had evolved into a recognizable and repeatable storytelling system built specifically for the scale and pace of the festival.
Real-Time Content, At City-Wide Scale
The Results
All results were achieved through organic social media content across Instagram, TikTok, and Facebook.
2.8M+ Video Views
33K+ Engagements
43 Pavilion Highlight Vlogs
43 Same-Night Photo Carousels
430+ Curated Carousel Images
14 Consecutive Days of Real-Time Content Creation
Reach increased 83.3%
Profile visits increased 325.6%
Follows increased 260.2%
Views increased 236.4%
Content interactions increased 170.4%
Page visits increased 212.8%
Follows increased 103.2%
Cross-Platform Impact
Across Instagram, TikTok, and Facebook, the festival generated:
2.8M+ organic views
33K+ engagements
Real-time visibility for all 43 pavilion experiences
A continuous stream of content across the full 14-day festival
A social presence designed to turn online FOMO into real-world festival attendance
Social media wasn’t treated as the place where the festival was recapped.
It was part of the festival experience itself.
The Outcome
Covering a festival at this scale takes more than showing up with a camera.
It requires a strategy that understands how people experience the event, an operational plan that can keep pace with what’s happening, and a content system flexible enough to tell 43 different stories without making them all feel the same.
For Folklorama 2025, social media wasn’t treated as the place where the festival was recapped.
It was part of the festival experience itself.
While thousands of people moved from pavilion to pavilion across Winnipeg, the content moved with them—capturing the energy, sharing the experience, and creating a little FOMO-rama along the way.
I think this fits the existing RAMWC page structure really well while still allowing the Folklorama case study to feel bigger and more editorial. The only structural difference I’d keep is the “Real-Time Content, At City-Wide Scale”section because the execution is genuinely the differentiator here; burying that entirely inside “Our Approach” would undersell the work.