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no. mea ut epIcurI sensIbus. cu solum rIdens pro, ponderum consul vItuperatorIbus cu eos, odIo scrIpserIt perseQuerIs Quo ut.
Name Position, Company

Place Logo

challenge

youth market SoCiaL meDia CamPaign

7 days In sydney content creatIon
Daemon Digital – Case Study

tourism new South Wales engaged Daemon Digital to harness its youth market from the uk and ireland to increase the number of visitors to Sydney. Daemon Digital developed the 7 Days in Sydney campaign to address the brief. the primary objectives were to increase the number of fans to the Sydney australia Facebook page and create and seed content appropriate for the medium and target audience while integrating this with tourism new South Wales overall digital strategy. Part of the challenge was to develop content that addressed the lack of non-professional/ commercial Sydney focused content available that would work in a social media environment and ultimately help travellers to decide where to go and what to do during their stay in australia.

strategy
Daemon Digital held a casting call through Facebook and twitter to source two travellers from the target audience with excellent communication skills. Dearbhla “Dervs” kieran and Chris “Cuzzy” Cousins were chosen as our talent based on their digital presence, online interaction and personalities. Throughout the campaign the talent used: • laptops and pre paid wireless broadband access • Nokia N95 5 megapixel camera phones • Panasonic handicams for daily video diaries • mobile web application Dabr for on the go tweets and twitpics • Tweet Deck and Hoot Suite for other tweets • 12seconds (through email and web upload) for short videos • Flickr for all images and videos • YouTube for daily recaps and location/experience specific videos • Wordpress.com for blogs • Facebook for aggregating all content

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tWItter + Wordpress blog Name
Position, Company

Place Logo

tWItter background
The talent used a combined Twitter account, prefixing each tweet with their initials. Hoot Suite allowed us to tweet links to the day’s content overnight when our target audience was online. hoot Suite was also able to produce excellent statistics based on daily and regional clicks and top referrers. interestingly while there was a high level of interaction from followers, our twitter audience were less likely to share the content than Facebook fans.

Wordpress blog
after initially testing the Sydneysider credibility campaign on Blogger, Wordpress.com was chosen as the blogging platform due to the ability to use pages and view standard statistics. StatCounter, a free web based measurement tool, was also added to the blog. the talent were asked to blog on a daily basis and load their posts with appropriate categories. Posts were left unedited, despite occasional errors in spelling, grammar or misinformation i.e. “a spitting image of Princess Leila from Star trek”. Categories were used instead of tags to allow navigation through the 7 days in Sydney blog based on the author, location or experience while still benefiting from keyword metadata.

Daemon Digital – Case Study

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you tube + FlIckr Name
Position, Company

Place Logo

you tube channel
The videos were edited to fit two different objectives. The first was to produce 3 minute daily video recaps that could be uploaded to YouTube within 24 hours of the day’s experiences. in this instance Dervs and Cuzzy were as much the focus as Sydney itself. the second objective was to produce more informative shorts of the locations/experiences highlighting interesting facts from the guide and/or Dervs and Cuzzy’s opinions. the location/experience shorts were submitted to tube mogul for widespread distribution. A two man team filmed appropriate footage which was edited overnight, ready for publication the next afternoon. the handicams, blogs, images and tweets were used to capture this activity.

FlIckr
The talent and Daemon crew used both the 5 megapixel camera phones and a digital SLr to capture still footage of the campaign. each day photos were uploaded to a pro Flickr account into sets and collections. initially Flickr itself was the highest referrer of traffic and remained a strong referral through search terms, relevant tagging and utilising Flickr groups. Extra images were created from the video footage after the first stage of content generation.

Daemon Digital – Case Study

3

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results Name
Position, Company

Place Logo

tweets and twics

blog posts

videos

Images

343

74

61

455

The total content is represented by the numbers above. What this translates into in real terms is an organically grown Facebook fan group of over 8,000 (from a starting point of 2,500), 380 hours of video watched, over 12,000 photos viewed and a percentage share of voice for Sydney in social media increase to 39% from just 13% a year ago.

Daemon Digital – Case Study

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