A yearly family festival with a loyal crowd and promo that never travelled far. We rebuilt it around hooks, pacing, and one consistent look.
Work with us →200K+
Views
1,200+
Followers Gained
6,000
Attendance
The Client
SSMA
One festival.
One look.
Built to travel.
Background
The Sheffield Eid Festival is a family festival held every year, organised by SSMA. It already had a following — people knew about it, and previous years’ campaigns had caught on to a degree.
But the content wasn’t keeping up with the event. Weak hooks, flat editing, and no consistent visual theme meant the promo rarely reached past the people already planning to come.
For 2026, BPD took on the pre-event promo campaign end to end — so the organising team could focus on running the festival.
Client
SSMA
Location
Sheffield
Timeline
17 Jun – 18 Jul 2026
Service
Content Creation
The Problem
Reach further. Fill the field.
01
The Eid Festival already had a name in Sheffield, and SSMA had run social campaigns in previous years. Some posts caught on, but never far. Without strong hooks, the content rarely reached beyond people who were already planning to come.
02
The editing was flat and the team didn't have a clear sense of what makes short-form content perform — how fast to open, how to pace a cut, what makes someone stop scrolling. The festival was worth talking about; the content wasn't doing it justice.
03
Posts didn't share a consistent look. Each one stood on its own, so nothing built recognition from one post to the next — and the festival didn't feel like one event across the feed.
Hook first.
If the first second doesn’t land, nothing after it matters.
Our Approach
01
Every video was built from the first second outward. If the opening doesn't stop the scroll, nothing after it gets seen — so the hook was planned before anything else, and the edit was paced to hold attention through to the end.
02
We set a consistent look for the campaign — colours, type, and edit style — and applied it to every post. The goal was for anyone scrolling to recognise a Sheffield Eid Festival post before they read a word.
03
BPD handled hooks, scripting, filming, editing, and theming. SSMA brought what only they have — the knowledge of what's on, access to the site and the people behind it, and final sign-off. They know the festival; our job was packaging it to travel.
The Split
We hook.
We edit.
You fill the field.
How We Work
An event has a hard deadline. Every post was scheduled against the countdown, so each one did a specific job at the right moment.
01
The content calendar was built backwards from Eid. Each phase had a job — build anticipation early, show what's on in the middle, and push dates and tickets as the day got closer.
02
Ideas, hooks, and shot lists were locked before each shoot, so filming days covered several videos at once. That kept the posting schedule steady without asking more of the organising team's time.
03
Performance was reviewed between drops. What landed shaped what came next — so the campaign got sharper as it went, rather than running on a fixed plan.
The Work
Rather than posting at random, the promo was built around three pillars — each one with a specific job to do, from building anticipation to showing what’s on to turning interest into attendance.
Builds excitement weeks out
Short, hook-led reels that put the festival back on people's radar early. The job was to make the event feel like something worth planning around — not just another date in the calendar.
Short-form · Reels · TikTok
Gives families a reason to come
Rides, food, stalls, and activities revealed one at a time. Each post answers the question every parent asks before a day out — what's there for us? — and gives the audience something new to share.
Short-form · Reels · TikTok
Turns interest into attendance
Dates, location, tickets, and reminders, packaged in the same visual theme as everything else. The content that turns "we should go" into a plan.
Short-form · Reels · TikTok
Outcomes
The 2026 promo reached well beyond the festival’s existing following — over 200,000 views across Instagram and TikTok and 1,200 new followers in the run-up to Eid. On the day, 6,000 people came through the gates.
Views
200K+
Across the Campaign
Total views across Instagram and TikTok in the run-up to the festival
Followers
1,200+
Followers Gained
New followers over the campaign — an audience the festival keeps for next year
Attendance
6,000
Through the Gates
Families and visitors at the festival on the day
The campaign
200K views. 1,200 new followers. 6,000 through the gates.
Client Testimonial
“We’d done social media for the festival before, and some of it did okay, but it never really took off. Usmaan sorted the hooks, the editing, and gave everything one look, so the posts actually felt like they belonged to the same event. It was the best response we’ve had to our promo, and you could see it on the day.”
Abdullah
SSMA · Sheffield Eid Festival
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