Case study
Blueberry Days: two summers of communication for Plav
For the Plav Cultural Centre, we ran the communication for Blueberry Days two summers in a row: from new social media pages, a website and ads for the jubilee 25th edition to a visual system that carried more than three weeks of the 26th edition's programme.
Numbers
Summer 2026 in numbers
2,672,214
content views on Instagram and Facebook
267,300
users reached on Instagram
94.9%
more views on Instagram than in 2025
Two editions
From the jubilee to a visual system
For the jubilee 25th edition, we set up the festival's social media pages, built a website and ran ads. For the 26th edition, we developed a visual system: a palette, a key visual and its application, from billboards in Podgorica to performer announcements.
The jubilee on social media
25th edition, summer 2025
Period
16 July to 1 August 2025
Content views
1.87m+
Social media
New pages on Facebook and Instagram
Instagram
84% of views from non-followers
Website
Landing page with the programme and performers
Ads
Meta ads from announcement to closing
PR
3 press releases
Visual system
26th edition, summer 2026
Period
12 July to 4 August 2026
Content views
2,672,214
Identity
Palette, key visual and brand book
Outdoor
2 billboards in Podgorica
Video
14 reels
Website
New landing page with a day-by-day programme
Ads
3 Meta campaigns
What we did
There are places you can't
get to know just by looking.
Blueberry Days
2,672,214
content views
94.9%
more views on Instagram
Audience
Who the ads reached in the 26th edition
60.7%
of ad impressions shown to men
62.2%
of ad impressions shown to people aged 25 to 54
25.7%
of ad impressions shown to people aged 55 and over
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