How Did Lanternfold Expand Its Event Visibility on Facebook?

Lanternfold plans and hosts events. These range from intimate gatherings to larger public celebrations. The team knew how to create memorable moments in person, but that same energy was missing from its Facebook page. So, Lanternfold wanted its online presence to reflect what it actually feels like to attend one of its events.

Lanternfold’s Facebook posts mostly announced event details. They rarely gave people a real sense of what the event felt like. Photos went up after the fact, often with little context. On top of that, there was no consistent way the brand told its story from one event to the next.

Because of this, visibility stayed limited. Posts reached a small group of regular followers, and few people outside that group discovered upcoming events through the page. Meanwhile, other event brands in the space were building anticipation before their events and keeping the story going long after each one ended.

DAM built a three-phase plan focused on storytelling first, then visibility, then recognition.

• Restructured how Lanternfold covered events, building a clear before, during, and after narrative.
• Built anticipation ahead of time instead of announcing events all at once.
• Captured real moments during the event itself, not just posed shots.
• Followed up with content that kept the story alive afterward.

• Focused on getting event content in front of people beyond Lanternfold’s existing followers.
• Refined how events were framed in posts, from announcement to recap.
• Tested formats like short recaps and behind-the-scenes moments to see which reached the widest audience.

• Tied every event post back to a consistent visual and tonal identity.
• Made sure people could recognize a Lanternfold event on sight, regardless of the occasion.
• Carried the same identity across announcements, live coverage, and recaps.

• Event coverage followed a clear before-during-after structure.
• Posts began reaching people outside Lanternfold’s usual audience.
• The page’s storytelling felt more connected from one event to the next.

• Facebook became a reliable channel for building interest ahead of events.
• Lanternfold’s visual identity became easier to recognize across different events.
• More people engaged with event recaps and follow-up content after each event ended.

“We used to just post a few photos after an event and move on. Now our page tells the whole story, before people even arrive and long after the event wraps up. It’s changed how people experience our events, even from behind a screen.”

— Events Director, Lanternfold

Events are experiences. So, a Facebook page should carry that same feeling. For Lanternfold, building a real before-during-after story for each event made the difference. It turned a quiet events page into one people follow closely and remember.