Sculpture by The Sea Bondi 2014 Social Media Case Study
Sculpture by the Sea
Bondi 2014 Campaign
Building a Global Brand Through
Sculpture: ‘Save our souls’ by Cave Urban. Photo by GCimagery
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.
Sculpture: ‘Babies’ by David Cerny. Photo by Jarrad Seng
Our strategy focussed on inspiring our audience to drive
participation and social sharing to position the brand as a Global
Visual arts thought leader.
Sculpture: ‘Man playing with Birds’ by Wang Shegang. Photo by Pauly Vella
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timely & relevant
content to drive
positive word of
Driving reach of
a series of
a range of promo
activities for them
to participate in.
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.
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.
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.
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.
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
date been viewed nearly 60,000 times and reached 250,000 +
people across all the brands and partner channels.
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.
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
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
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.
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.
additional 23,000 fans & followers, a 72% rise across the brands
Sculpture: ‘Were Frying Out here ’ by Andrew Hankin. Photo by GCImagery
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
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