The Mental Awareness Foundation came on board with us with the main goal of increasing the number of registrations at their main event for the year, the Walk For Awareness.
+13.1% on previous year
SOCIAL MEDIA REACH
41% increase on previous year
See how we did it
We analysed their organic and paid campaigns from the previous year across socials, newsletters, print and digital advertising to see what worked well and where there was room for improvement. From here we created a unique strategy with customised campaigns to target different demographic groups split via age, gender and family status.
We targeted participants from previous years predominantly through EDM mailouts and organic social media posts. Previous registrants were encouraged to sign up again and forward the registration link on to their family and friends.
New registrants were primarily targeted through paid ad campaigns on social media. Ad campaigns were split into age groups and gender with customised graphics to best appeal to each audience.
Competitions & Incentives
Competitions were run throughout the campaign to encourage registrations -
Free Coffee Bag for first 30 businesses to register
Training Session with Darius Boyd for junior team with most registrations
Fundraising incentives were also set at $100, $500 and $1000.
We encompassed a range of other strategies to aid the paid and organic campaigns, including:
Ambassadors - we signed on a number of Brisbane based ambassadors who we made video content with to promote the Walk across their social channels. Ambassadors were from a range of industries to reach a wide audience, including musicians, gymnasts, magicians, journalists and more.
News features - we created and sent out media releases to our list of journalist contacts which resulted in features on Channel 7 News, anything else?