GET SET TO MELBOURNE
Visit Victoria’s Get Set campaign aimed to bolster the state's visitor economy after the challenges posed by Covid, targeting interstate and New Zealand travellers.
As part of this effort, I was entrusted with enhancing digital campaign performance and devising a strategy to optimize the initial round of creative material that had already been introduced to the market.
To achieve this, I crafted a fresh and captivating look for social and digital content, which involved creating new and compelling video and static assets that were ‘social-first’.
Furthermore, I strategically planned the distribution and placements of these assets, making prudent budget and placement shifts to prioritize and heavily invest in content that resonated well with social audiences.
I reprioritised targeting for key states and interest groups, which resulted in a better ROI for engagement and introduced some more targeted interest segments and editorially led creative i.e. family fun, budget-friendly, staycations, dog-friendly and sports-mad must-do activities.
As a result of these efforts, we witnessed a remarkable 120% increase in engagement, experienced unprecedented growth on key channels, and successfully achieved the objectives of an awareness-focused campaign.
HIGHLIGHTS
Higher ROI and engagement results thanks to the introduction of new social and digital creative
Successful integration of creator content into campaign content program
More effective placement buys resulting in better performance for engagement and impressions
Reengineering of budget breakdown resulting in better ROI
More successful engagement results due to better targeting parameters
Production of over 200 pieces of paid creative and sourcing of original content + images
