Leader Community News - Snap Melbourne
2017 Finalist

Leader Community News - Snap Melbourne

Leader Community News

Melbourne, Australia

Category Events to Build a News Brand

Overview of this campaign

We set the following objectives for Snap Melbourne:

  • Generate incremental advertising revenue.
  • Receive over 5,500 images utilising the hashtag #snapmelbourne.
  • Generate unique content for Leader to help grow audience & engagement across Leader print & digital assets.
  • Increase awareness and engagement of Leader’s social media.
  • Enhance brand advocacy with local mastheads.

Results for this campaign

The Snap Melbourne campaign over delivered on all objectives. Results are as follows: 

  • We exceeded our advertising budget by $41,000 or +51% over budget. 
  • Over 5,800 photos loaded to Instagram utilising the hashtag Snap Melbourne. +5.5% over objective. Use of the hashtag Snap Melbourne continues to grow and is currently sitting at 6,814 photos.
  • 3,643,579 reached via twitter.
  • 2,623,147 reached on Instagram.
  • 790,000 people aged 10+ reached via our radio campaign.
  • 90,000 reached with one Facebook event post.
  • 47,093 reached with one Facebook story.
  • 950 food items redeemed at Federation Square on event day. 
  • The following celebrities and groups supported the campaign: Curtis Stone, Lord Mayor Robert Doyle, the cast of Neighbours, the cast of Kinky Boots, Wentworth star Libby Tanner, Australian X-Factor finalist Taylor Henderson, 7 News reporter Michael Felgate, Politician Bill Shorten, Northern Blues Football Club, Nova radio host Jaben Ryan, Smooth FM radio presenters Mike Perso & Jennifer Hansen, Kiis 101.1 radio hosts Matt Tilley & Meshel Laurie, Channel 7 Weather Reporter Jane Bunn.


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