Overview
The G21 City Plan 2050 aims to gather feedback from the community regarding key proposals for the future development of the Geelong City.
The goal was to have an equal and fair representation from all City areas.
The survey focused on six main proposals to manage respondent fatigue and facilitate data analysis within a 6 week timeframe.
Our Approach
Design and manage a fully integrated campaign across traditional and digital media platforms.
A two-phased activation strategy was suggested to maximise engagement; utilising short-form video, social media advertising, radio promotions, and incentives will be provided to encourage participation. The survey generated an overall summary, infographics for each council, and a demographic dashboard.
Identifying two audiences and catering ideas to both was paramount to the delivery of these campaigns. We explored a comprehensive approach to boost our client’s online presence and reach their target audience.
We kicked off by activating organic digital channels that were perfectly aligned with their brand ethos. On the local level, we didn’t overlook the power of community and implemented a similar strategy across Local Government Area (LGA) social media channels and email databases.
We launched a digital media campaign that spanned multiple platforms. This involved running paid ads on Facebook, Instagram, TikTok, and YouTube. The ads were meticulously designed to resonate with our client’s audiences, further enhancing their online footprint while staying true to their brand values. This multi-pronged strategy successfully elevated their digital presence and drew in a more engaged and aligned audience.
The G21 2050 Survey campaign was an excellent case study on the power of Meta, and its ability to hyper-target and deliver nuanced messaging to multiple audiences.
While the campaigns on TikTok and YouTube were highly effective for exposure of the campaign, Meta was able to distribute the campaign best and convert users to completing the survey.
The creation of media that spoke to the unique audience segments, using talent that the audience resonated with and optimising the campaign throughout according to LGA’s and age segment levers we needed to pull meant we ultimately were able to deliver an accurate and balanced set of responses.
The Results
Meta was our most effective platform for survey completions. Meta was able to optimise for ‘landing page views’ which means, it was able to bring more traffic who stayed on the survey website for longer.
Meta’s targeting was also more effective, in the sense that we were able to divert around those saturated in conspiracy theories, and target people that were into interests that a more relevant to improvement of local government areas.
CPC
Meta
$0.88
Tiktok
$0.86
Meta’s targeting was also more effective, in the sense that we were able to divert around those saturated in conspiracy theories, and target people that were into interests that a more relevant to improvement of local government areas.
CTR
META
1.21%
TIKTOK
0.43%
Clicks
Meta
12,772
TIKTOK
2185
Impressions
Meta
1,055,051
TIKTOK
502,845
Through careful management and intelligent optimisation throughout the course of the campaign, we were successfully able to drive equal weighting of respondents across multiple age demographics to deliver G21 an accurate sample of feedback for their 2050 City Strategy.
