OPTUS ROCKCORPS 2015
DRIVE VOLUNTEER APPLICATIONS THROUGH UNIQUE BRANDED SOCIAL CONTENT
Drive people between 18 and 24 years of age to volunteer four hours of their time in return for a ticket to the 2015 Optus Rockcorps Sydney event – all via social media.
History Will Be Kind developed a unique social strategy to convert the current and potential social audiences to volunteers. The rich content approach employed performers like Wiz Khalifa, The Veronica's and Peking Duk to appear in short social videos, marketing the unique ‘give, get given’ ideology of the event. This content was then distributed across owned and earned channels to drive awareness and commitment to the cause.
Over the 5-month campaign period, a total social media reach of 6,452,530 Australian users was generated. This resulted in a total of 871 social specific registrations, representing over 25 per cent of all online submissions, and an average Facebook engagement rate of 1.28 per cent – over five times the industry average.