Australia Post is a government business enterprise set-up in 1809 to provide postal services, agency services and logistics throughout Australia. Through its “Declare Independence” campaign, the company was looking to grow awareness of its products and services tailored for young people (aged 14-24 years) and to position itself as a destination where they can tend to life matters. Australia Post challenged eYeka’s creative community to show typical situations when teenagers want to “declare independence” in humorous and fun videos.
In 5 weeks we received 22 videos from 12 countries with 3 winners from Spain, France and Colombia. Here’s the first prize winner, a filmmaker from Spain:
Australia Post promoted these videos on its Youtube channel, Facebook page and through an outreach to artists, bloggers and social influencers who were popular among Australia Post’s target audience, using the #declareindependence hashtag on Twitter. It also commissioned a social seeding agency to promote the videos across several websites and social media channels.
Between April 20th and June 13th 2014, exposure on social media and blogs resulted in over 1 million views with over 900,000 of these being unique views. Over 79,000 clicks were delivered and the campaign CTR (7.27%) was well above industry benchmarks (usually between 1% and 3%). The video shown above delivered the highest number of views and performed best on YouTube with 413,405 views.
“Our campaign performed very well on social media and delivered some great cost efficiencies and engagement results for Australia Post”(Meagan Phillips, Digital Marketing Manager at Australia Post)
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