Xodus Carnival’s digital launch goes viral

Xodus Carnival kick-started the 2024/25 carnival season with the digital roll-out of its 'Utopia: Garden of Paradise'- themed costumes via a short movie on all its social media platforms on Wednesday.

Sporting colourful feathers and flowers, glistening diamonds and intricate designs, the costumes consist of nine sections: Anolia, Bloom, Mariposa, Talon, Venom, Wet, Dragon Fruit, Sol and Ivy. Each perfectly depicts variants of a lush tropical garden, bringing the 'Garden of Paradise' theme to life.

Kandi King, head of marketing at Xodus Carnival, was immensely impressed with how well the launch translated within the online community.

"Overall, the impressions of our first ever digital band launch were super positive! It really took off across all platforms, especially on Instagram and X. People were buzzing with excitement, praising the costumes, the impressive cinematography, and how cohesive everything felt. Viewers were especially thrilled about the variety of options in this year's costumes, with many highlighting the innovative designs and creative direction," she said. Within minutes of the short movie going live, the number of views, likes, shares and comments skyrocketed.

"We had over 50,000 viewers within the first two hours, and that number has continued to rise since then. The excitement didn't stop there however, as on the night of the launch, the video was shared over 1,500 times, which really helped amplify the reach and engagement," said King, adding that conversion rates (pre-registrations and costumes purchases) have also surpassed expectations so far.

King reasoned that in today's digital world, there is a shift toward content that's more interactive and shareable.

"Things like influencer collaborations, user-generated content, and live streaming events are becoming super important. We're also leaning into data driven strategies to connect with audiences around the globe and not just locally. It's all about making sure our marketing truly reflects the diverse community of carnival lovers everywhere," she said.

The band will host Xodus Remedy at the National Stadium Ring Road on November 8.