Establish BankSA, Principal Partner of the Adelaide Fringe Festival, as a unique channel for insights into the Fringe. The 2015 campaign was to be used as a launching pad for BankSA’s Instagram, and required a strong strategy to gain engaged followers.
Create an Instagram-based consumer promotion to provide both content for and consumer connection to BankSA’s social accounts during the Fringe. Cross-promotion across BankSA’s Facebook and Twitter aimed to increase reach and awareness of @mybanksa on Instagram.
We launched #BankSAEyeWitness, a competition giving the winner the reins of BankSA’s Instagram for the duration of the Fringe. This content was shared across Facebook alongside additional posts anchored in three separate pillars tailored to the platform. Small secondary competitions encouraged engagement on Facebook, and Twitter seeding strategies were used to create conversation between BankSA and Fringe audiences, in particular through directing traffic to TalkFringe.com.
BankSA’s most successful Fringe ever on social. #BankSAEyeWitness received over 280 entries in just 12 days, and boosted @mybanksa followers from 0 to over 200 – a number which grew to 355 by the close of Fringe. On Facebook, this content generated over 16,000 engagements. Wider Fringe content garnered over three million impressions on Facebook, and BankSA recorded the highest social engagement of any Australian bank over the Fringe period.