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Sculpture by the Sea 
Bondi 2014 Campaign 
Building a Global Brand Through 
Social Media 
Sculpture: ‘Save our souls’ by C...
Our brief was to drive brand reach and engagement of the event, 
support our artists and continue to build our advocacy pr...
Our strategy focussed on inspiring our audience to drive 
participation and social sharing to position the brand as a Glob...
1 2 3 4 
Providing our 
audience with 
timely & relevant 
content to drive 
positive word of 
mouth. 
Driving reach of 
ou...
1. TELLING OUR STORY
We did this by providing a daily feed of timely and relevant 
content in the lead up to the event and during the exhibitio...
Daily Hero Images
Video Artist Interview Series
Sponsorship Posts
2. DRIVING REACH
Highlighting our audience’s content
Top Global Tweets
The campaign was supported by a small paid media spend on Facebook, 
Twitter, and YouTube to help drive organic reach and ...
3. ENGAGE & EXCITE
To harness our audience’s passion for taking photos we ran the 2nd 
annual #SxSmoments Instagram contest started by Evolve...
All the photos were published via our Mapkats platform to 
Facebook gallery where our community could vote on their 
favou...
Featuring the best photos throughout the exhibition
As the climax to our campaign we produced a time-lapse 
highlights video with our video partner GC Imagery which has to 
d...
4. PROMOTING ADVOCACY
As part of our advocacy program for the last two years Evolve has 
engaged an Instagram influencers Lauren Bath & Pauly Ve...
As part of our campaign we ran the 2nd annual instameet at the 
event hosted by photographer Jarrad Seng, Instagram Influe...
Building a partnership with Tourism Australia through Evolve’s 
relationships with Instagram influencers has been an impor...
THE RESULTS
Our opening day post on Facebook was liked by nearly 10,000 
people and the brand username @sculpturebysea was a national ...
During our campaign we created a highly engaged social 
We created a highly engaged Social community delivered through a h...
We have also built a strong photographic community around the 
Event. Our #SxSmoments photo contest has to date had over 6...
This years campaign reach exceeded 37 million people, a year on 
jump of 571% which has helped deliver Sculpture by the Se...
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Sculpture by The Sea Bondi 2014 Social Media Case Study

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Find out how we drove global awareness for the Sculpture by The Sea Bondi 2014 event through Social Media.For more information www.evolvesocial.com.au

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Sculpture by The Sea Bondi 2014 Social Media Case Study

  1. 1. Sculpture by the Sea Bondi 2014 Campaign Building a Global Brand Through Social Media Sculpture: ‘Save our souls’ by Cave Urban. Photo by GCimagery
  2. 2. Our brief was to drive brand reach and engagement of the event, support our artists and continue to build our advocacy program of influencers, sponsors and artistic communities. The Brief Sculpture: ‘Babies’ by David Cerny. Photo by Jarrad Seng
  3. 3. Our strategy focussed on inspiring our audience to drive participation and social sharing to position the brand as a Global Visual arts thought leader. Our Strategy Sculpture: ‘Man playing with Birds’ by Wang Shegang. Photo by Pauly Vella
  4. 4. 1 2 3 4 Providing our audience with timely & relevant content to drive positive word of mouth. Driving reach of our content program through a series of different media channels. Igniting our audience’s passion through a range of promo activities for them to participate in. Supporting our community and building partnerships with aligned influencers and organisations. Our Approach TELLING OUR STORY DRIVING AWARENESS ENGAGE & EXCITE PROMOTING ADVOCACY Our Approach
  5. 5. 1. TELLING OUR STORY
  6. 6. We did this by providing a daily feed of timely and relevant content in the lead up to the event and during the exhibition with daily hero images, artist stories and highlighting the best fan content on the brands social channels. .
  7. 7. Daily Hero Images
  8. 8. Video Artist Interview Series
  9. 9. Sponsorship Posts
  10. 10. 2. DRIVING REACH
  11. 11. Highlighting our audience’s content
  12. 12. Top Global Tweets
  13. 13. The campaign was supported by a small paid media spend on Facebook, Twitter, and YouTube to help drive organic reach and engagement complimented by weekly eDM’s to the sculptures database, on site signage and event catalogue advertising.
  14. 14. 3. ENGAGE & EXCITE
  15. 15. To harness our audience’s passion for taking photos we ran the 2nd annual #SxSmoments Instagram contest started by Evolve in 2013. For a chance to win a trip to Perth to be part of the official photographic team at the Cottesloe 2015 exhibition we simply asked our audience to post a picture of their favourite moments from this year’s exhibition.
  16. 16. All the photos were published via our Mapkats platform to Facebook gallery where our community could vote on their favourites and finalists were chosen from a panel of judges once the exhibition had finished. . .
  17. 17. Featuring the best photos throughout the exhibition
  18. 18. As the climax to our campaign we produced a time-lapse highlights video with our video partner GC Imagery which has to date been viewed nearly 60,000 times and reached 250,000 + people across all the brands and partner channels. . .
  19. 19. 4. PROMOTING ADVOCACY
  20. 20. As part of our advocacy program for the last two years Evolve has engaged an Instagram influencers Lauren Bath & Pauly Vella to drive brand awareness and help develop a highly engaged photographic community around the event.
  21. 21. As part of our campaign we ran the 2nd annual instameet at the event hosted by photographer Jarrad Seng, Instagram Influencer Pauly Vella and the Instagrammer’s Sydney photo group. Photo by Jarrad Seng
  22. 22. Building a partnership with Tourism Australia through Evolve’s relationships with Instagram influencers has been an important part of our advocacy program to build global brand awareness. The gallery of photos from the event featured on their Facebook page of 6 million was liked 60,000 times and reached over 1.7 million people.
  23. 23. THE RESULTS
  24. 24. Our opening day post on Facebook was liked by nearly 10,000 people and the brand username @sculpturebysea was a national trending topic on Twitter.
  25. 25. During our campaign we created a highly engaged social We created a highly engaged Social community delivered through a hard working community management and content program that saw over ½ a million direct brand community that saw a 187% year on increase with over 500,000 interactions interactions on the on SxS the social brands channels, & partner an increase social of 187% channels on the year and before. an additional 23,000 fans & followers, a 72% rise across the brands social community. Sculpture: ‘Were Frying Out here ’ by Andrew Hankin. Photo by GCImagery
  26. 26. We have also built a strong photographic community around the Event. Our #SxSmoments photo contest has to date had over 6,000 entries over the last two years and this year there were over 29,000 Instagram photos published across the brands four main hashtags.
  27. 27. This years campaign reach exceeded 37 million people, a year on jump of 571% which has helped deliver Sculpture by the Sea global brand recognition as world class visual arts event and destination. Sculpture: ‘Which ways forwards’ by Harrie Fasher. Photo by Matt Evans

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