Landmarks case study2017-11-17T14:09:15+00:00

Landmarks Whenua Tohunga

THE CHALLENGE

The Ministry of Culture and Heritage approached Silvereye to help them increase awareness of nine historical and cultural landmarks in Northland via social media.

A pilot programme had linked together sites managed by a combination of the Department of Conservation, Heritage New Zealand, and individual trusts.

While the pilot had been well received there was a need to increase visibility and visitation to the sites before the end of the summer tourism season. There had been no co-ordinated social media approach to date.

Silvereye created a six-week social media campaign to target key audiences.

In just six weeks the campaign reached more than 133,000 people via Facebook. A Facebook

community of more than 5,300 individuals has been created who are interested and engaged in what the project has to offer.

There is now a strong base to move forward with a nationwide roll out.

Landmarks's six-week social media campaign

OUR APPROACH

The plan was speak to all New Zealanders, especially iwi/hapu involved in the Northland pilot, and those from surrounding regions considering travelling to Northland over the Easter break and following school holidays.

Targeting a sustained improvement of Landmarks’ social media presence, Silvereye created a Landmarks Whenua Tohunga Facebook page to deliver a consistent brand message, as well as complementary accounts on Instagram and Twitter.

Our focus was to create engaging content, run a competition, and boost activity via a Facebook advertising campaign.

Heritage New Zealand, Northland Inc and the Department of Conservation provided a variety of content and over two trips Silvereye visited seven of the nine sites to shoot photos and video featuring local talent – including historians, archaeologists, and guides.

Our team tested various content themes, optimising for maximum engagement. Testing revealed that video was the best format for engagement. We created all content and posted 93 times from March 11 to April 30 2017. Of these, 25 posts were videos created by the Silvereye team. These short and engaging videos were extremely successful and cost effective.

Our ad team ran a series of advertising campaigns featuring carefully crafted, on-brand content. This campaign was focused on driving video views and page likes from those who we knew would be interested in travel to Northland, as well as culture and heritage.

Finally, we ran a competition to engage our audience and encourage those travelling in Northland to visit one or more sites – Collect Your Landmarks. In order to enter these competitions, users had to visit a site and make a human X, then post the image on our Facebook page or by hash-tagging #landmarksnz on Instagram or Twitter.

OUR SUCCESS

Our strategic approach drove a steady increase in engaged users and a total reach of 133,444 people. The campaign also generated 707 link clicks to the campaign and received a total of 317,282 impressions.

Over a six-week period our team:

Achieved a total reach of over 145, 000 with a daily average of 15,000

Built a community with over 5,300 page likes with an average of 130 new followers a day

Created and posted 25 videos with more than 55,500 views

Created total of 317,282 campaign impressions

Achieved 41,703 post engagements for April 2017