Connect Young Adults with Nature via Social Media
By Culture Shock Marketing
Client
NSW National Parks
Project Description
ChallengeNo generation has been more device-centric than millennials. Research found personal device usage to be reaching saturation, but at the expense of outdoor activity, resulting in declining visitation to NSW national parks particularly in millennials. ApproachParadoxically, the only way to reach the audience is through the very devices we wanted them to put down. Further, to truly resonate word of mouth advocacy. MethodologyLeading the content strategy by delivering strategic videos and blog articles to align with with audience segments. We helped NSW National Parks redesign their entire approach to marketing, shifting from traditional approach built on big moments, billboards, and TV commercials to an Agile, audience centric digital strategy driven by social media and brilliant content.Facebook and Instagram community and by re-engaging 18 - 35 year olds with nature and increasing visitation. We executed a mobile oriented content marketing strategy with video and storytelling at the heart. ResultsWithin the first 12 months the blog has 500k unique page views since it’s launch, it’s Facebook page has achieved over 4.3 million organic Video views and received 300k reactions (likes shares comments) due to the Young Adults Campaign content and strategy.
ChallengeNo generation has been more device-centric than millennials. Research found personal device usage to be reaching saturation, but at the expense of outdoor activity, resulting in declining visitation to NSW national parks particularly in millennials. ApproachParadoxically, the only way to reach the audience is through the very devices we wanted them to put down. Further, to truly resonate word of mouth advocacy. MethodologyLeading the content strategy by delivering strategic videos and blog articles to align with with audience segments. We helped NSW National Parks redesign their entire approach to marketing, shifting from traditional approach built on big moments, billboards, and TV commercials to an Agile, audience centric digital strategy driven by social media and brilliant content.Facebook and Instagram community and by re-engaging 18 - 35 year olds with nature and increasing visitation. We executed a mobile oriented content marketing strategy with video and storytelling at the heart. ResultsWithin the first 12 months the blog has 500k unique page views since it’s launch, it’s Facebook page has achieved over 4.3 million organic Video views and received 300k reactions (likes shares comments) due to the Young Adults Campaign content and strategy.
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