Case Study

SunIce Festival Ascona – festival anticipation on Instagram

Industry

Events / Festival

Region

Switzerland

Channels

Instagram (Reels + Stories)

Creator type

Nano & Micro

Use Case

Making SunIce Festival Ascona visible before and during the event – with creator content that leads straight to the festival website

Background

SunIce Festival on Lake Maggiore is one of Switzerland's biggest festivals. For the 2026 edition, SunIce wanted to reach young music fans in particular. The goals:

Build anticipation weeks before the festival. Show the atmosphere on site as it really is. And bring visitors straight to the festival website.

Strategy & execution

Through Refluenced, the campaign ran from mid-April as an ongoing campaign that creators from Switzerland, Germany and Austria could apply to. Creators were paid in tickets only: two Weekend+ tickets each, with no additional fee. 56 creators delivered in full – one Story beforehand, two Stories on site and one Reel or carousel – adding up to 360 content pieces.

The announcement Story reached the community early; the content from the festival showed why the trip to Ascona is worth it.

The creators showed the stages, DJs, beach and sunset over the lake – from their own perspective and in their own style.

Why it worked

Many creators instead of a few big names: the three strongest creators accounted for only 16% of views, so reach was spread widely. A direct path to the festival website: 2,563 link clicks, just under 2% of Story views. And the audience was where the festival takes place: 48% came from Switzerland.