Case study
Light Night Wigan 2025.
How we helped a North West light art festival increase its views by 222.7% YoY in our second year of working together.
- Client
- Things That Go On Things
- Platforms
- Facebook, Instagram and TikTok
- What we did
- Strategy, content creation and community management
Photo courtesy of Evan Wilson
The results.
Across Facebook, Instagram and TikTok.
The brief
We were thrilled to be approached by Things That Go On Things for a second year to manage the social media marketing for Light Night Wigan, which returned for its fifth year in 2025.
Following the success of the previous year, the aim was to build on that momentum and take the festival’s social presence even further. With a strong bank of content captured during the 2024 festival, we shifted the strategy towards more video-led content to showcase the experience and reach more people across Wigan and beyond.
Our approach
From the outset, we knew that building and engaging a local community would be key to driving ticket sales and increasing festival attendance.
While Light Night Wigan already had an established audience and strong demand from previous years, there was still a large pool of people in and around Wigan who hadn’t experienced the festival before.
Our focus was therefore twofold: keep the existing community engaged while reaching new local audiences.
Video became a key part of this strategy, with a particular focus on Instagram Reels and TikTok. This allowed us to bring the festival experience to life, increase local discovery and continue growing awareness of Light Night Wigan.
What we did
We developed a tailored social media plan centred around video content, using footage we had captured at the 2024 festival.
Rather than simply showing what had happened the year before, we used the footage to create inspiration-led content that gave audiences a feel for the Light Night Wigan experience without giving too much away.
This helped build excitement and FOMO ahead of the festival. One of our first videos, showcasing the light art installations in Mesnes Park, generated more than 100,000 views on Facebook alone.
This gave us a strong foundation to build from, with subsequent Reels generating 99,000 and 63,000 Facebook views respectively.
TikTok also became an important part of the campaign. Across the festival campaign, content generated 89,000 TikTok views and helped add 558 new followers to the account.
Tickets sold out within a matter of weeks, shifting our focus towards community management and keeping audiences engaged as people continued asking about availability and whether more tickets would be released.
That demand helped maintain excitement around the festival and drove further engagement across the social channels.
Highlights.
The content.
A few of the videos behind 1.27 million views.
Becca is conscientious, creative, great at turning our garbled words and info into clear, relatable content, and is responsible for creating the buzz about our festival, which in turn attracts funding and sponsorship.
Things That Go On ThingsLight Night Wigan
More of our work.
A brand-new audience for the festival’s first social media channels.
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