Think Outside
Queensland National Parks
Develop a series of stories aimed at engaging young singles/couples, young families and families with kids aged over five with the objective of increasing visitation and overnight camping stays in Queensland National Parks and Forests.
Utilising the efficiencies of Smoke’s in-house production and post-production team we were able to respond to opportunities presented to us during production creating an extended suite of content that provided a more effective digital resource for our client.
This proactive approach to content creation has led to Smoke being commissioned for a second phase of content.
The Challenge.
Strategic Direction
Concept Development
Creative Direction
Social Media Consultation & Planning
Pre-production including all crew, locations sourcing, casting and talent
Filming 3 Regions – 8 Day Shoot (Motion, Stills, Drone, 360°)
Post-production - Edit, Sound, Motion Graphics, and Design of stills and video assets
On-going review and strategic direction throughout the duration of the campaign
Our Role
3x Hero stories & cutdowns
30+ Pieces of video content (5-15sec) for Facebook, Instagram and Youtube
40+ Stills for digital and social usage
Content Created
The LBM campaign produced a 2.5 times better return on investment in comparison to other Queensland Government campaigns. MediaCom now considers LBM a benchmark campaign.
The overall cost per click performance for the campaign was three times better than the tourism industry average.
Facebook outperformed all other internal and external advertising channels for the campaign period (Source: MediaCom).
Life’s Best Moments exceeded completion rate benchmarks for both YouTube (TrueView) and Display advertising compared to other Queensland Government campaigns (Source: MediaCom).
For awareness, the Instagram and YouTube placements were the primary channels (Source: CB).
For conversion, Facebook, Display media and Search Engine Marketing were most effective (Source: MediaCom).
The LBM cost per thousand (CPM) was 42% stronger, the link click-through-rate (CTR) 0.04% higher and the conversion cost per link click 2.5 times better return on investment in comparison.
Results Summary.
Life's Best Moments – Couple
Life's Best Moments – Families
Life's Best Moments – Millenials
