To link Original Source with a property that would drive product awareness and align to product brand values.
In partnership with Surfing Australia, Willett developed an integrated campaign that amplified exclusive digital content showcasing Australia’s best big wave surfing talent as well as incorporating unique experiential activations.
The world’s first digital surf tour was an online, privately owned and operated platform, developed to house competitor posts and monitor votes. Social media channels and an ambassador partnership with surfer Mark Mathews supported the promotion of the competition.
The campaign was incredibly well received with 519,723 page views on the dedicated webpage. The digital surf tour had over 16,200 registrations and 44,550 votes. The campaign reached over 7.5 million social media users and generated $985,746 worth of media exposure.