Toowoomba: Chronicle Garden for Good
2021 Finalist

Toowoomba: Chronicle Garden for Good

News Corp Australia

Surry Hills, Australia

Category Readership and Engagement

Media associated with this campaign

Overview of this campaign

In the first year of the virtual Garden for Good, we had 4 major campaign objectives:

OBJECTIVE 1 - Keep the local community, readers and staff safe during the pandemic by reinventing a historical community event to an accessible online video showcase

TARGET MEASURE - 25 garden entrants

OBJECTIVE 2 - Produce positive and engaging content

TARGET MEASURES

  • Website page views:  50,000
  • Unique website visitors: 3,000
  • Website engagement time: 3 mins

OBJECTIVE 3 - Drive engagement and page views through a supporting social campaign

TARGET MEASURES

  • Impressions: 250,000
  • Engagement: 25,000
  • Video views: 2,500

 

OBJECTIVE 4 - Raise funds for local charity organisations

TARGET: $2,000

 


Results for this campaign

OBJECTIVE 1: Keep the local community, readers and staff safe during the pandemic by reinventing a historical community event to an accessible online video showcase

The Chronicle was able to develop a new concept for the campaign and change the event from physical visitation to an online platform. Please view the hero video on the home page and the additional ten profile videos showcasing the selected gardens by clicking the link to the website below. 

Result

  • More than doubled forecasted number of entrants (25) with 44 garden entrants received. 

  • Ensured the longevity of a 72 year historical event by successfully developing online video version of The Chronicle Garden Competition.

OBJECTIVE 2: Produce positive and engaging content for readers

Result:

The Chronicle Garden for Good campaign achieved high engagement rates: 

  • 5,410 unique visitors to the website

  • 75,000 page views

  • Average time spent on website was 8 minutes 48 seconds indicating an engaged audience.

OBJECTIVE 3: Drive engagement and page views through a supporting social campaign

By strategically combining posts optimised for traffic, engagement and views, the campaign was able to deliver significant reach while also driving a strong emotional connection between audience and content. 

The amplification budget targeted a combination of warm and cold audience leads (optimised in real time) to maximise ROI and leverage the maximum value from each post.

Across the campaign period, we were able to deliver 357,331 impressions, 38,949 engagements and 5,272 video views.

OBJECTIVE 4: RAISE FUNDS FOR CHARITY ORGANISATIONS

The Chronicle Garden for Good campaign was able to raise a total of $3,571.47 for these organisations: Beyond Blue, Lifeflight, Cure Brain Cancer, Royal Flying Doctor Service, The Australian Wildlife Conservancy, Multiple Sclerosis, The Children's Hospital Foundation, Agtastic Education Programs of the Royal Agricultural Society of Queensland, and The Starlight Foundation.

Represeting 175% over target in charitable fundraising. 


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory

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