Don't Let Daddy Know

Challenge:
Don’t Let Daddy Know (also known as DLDK) is a world-renowned EDM festival brand. It was not just promoting one event, but multiple international shows across markets including the Netherlands, the UK, Thailand, South Korea, Poland and more. The challenge was to make the main brand account feel aspirational and globally recognisable, without overwhelming followers with too much market-specific event information that was only relevant to one country.

Outcome:
Built a clearer social ecosystem for a global event brand, balancing international brand-building with country-specific promotion and information.

Strategy:
I developed a social strategy that gave each platform a clearer role within the wider ecosystem. The main DLDK account became the leading channel for selling the overall feeling of the brand: the scale, energy and emotional experience of a DLDK show. It was designed to build desire and brand momentum through high-impact photography, standout video and key announcements such as line-ups and headliners. At the same time, I helped shape a country-account structure for individual shows, such as @dldkchile and @dldkpoland. These pages were not intended to become major standalone accounts, but to act as practical and highly relevant channels for local information, market-specific hype and event-focused communication.

Execution:
On the main account, the content focused on the spectacle and human experience of the shows: the scale of the production, the crowd energy and the feeling of being there. Photography was selected to emphasise both size and emotion, while video was used to bring the live atmosphere to life. On the local accounts, the content strategy was more functional and event-specific, giving audiences the information and tailored hype they actually needed without cluttering the global brand feed.

Why it mattered:
This structure created a cleaner, more scalable way to manage an international event brand across multiple territories.

Client:
Don’t Let Daddy Know / E&A Events