The BIAV wanted to increase their Melbourne Boat Show 2014 event attendance and online ticket sales.
Thinktank Social launched the Melbourne Boat Show’s above the line commercial via social media prior to it hitting TV and Radio.
Initially, B-Grade Celebrities Warwick Capper and Brynne Edelsten were the stars, but after trialling different types of content on social media, the exhibitors became the real content stars of the campaign in the social space.
Thinktank Social Services Utilised
- Storyboarding Workshop
- Audit, Analysis & Recommendations
- Social Media Content Calendar Production
- Graphic Design
- Community Management
- Social Media Advertising
- Risk Management
- Monitoring and Analysis
- Online Reputation Management
Step 5 – Campaign Reporting
Next we conducted an audit and analysis to assess what currently was and what wasn’t working for their brand online. We used online media monitoring tools to listen to conversations across multiple mediums, which enabled us to determine some key data. This data was then used to form the foundation of our strategic recommendations.
- Over 56 people shared social content expressing their interest to be a member of the Bissell trial team.
- The entrant who was chosen as the trial team member has become a brand advocate for the company choosing to voluntarily submit photo content and positive brand and product experiences.
- We’ve introduced the transactional content strategy of Dr Bissell, a social feature where fans get to submit their cleaning problems and receive feedback on how to solve them from the Bissell Australia team.
- We’ve created a video series showcasing Bissell product benefits.
- People independently leave product reviews and submit positive user generated posts across Bissell Australia’s social platforms on a weekly basis.
1.3 million social impressions.
507,918 Victorians engagement with the events social media posts.
52% of all likes and comments on Instagram were from people already following The Melbourne Boat Show.
47.5% of the campaigns likes and comments on Instagram were from non-followers.
1,622 Google + views and 6,512 YouTube video views.
The Melbourne Boat Show event attendance surpassed our target of 40,000.
Online ticket sales increased from 3,000 in 2013 to 6,500 in 2014.