The Australian Heritage Council is the peak Commonwealth body for heritage in Australia, responsible for the National Heritage List (NHL). In 2017, Willett Marketing was appointed to launch their social media accounts, run a social campaign, and design, print and distribute a map of the National Heritage List places for secondary students.  

We knew we were dealing with important subject matter as the NHL covers Indigenous, historic and natural heritage so we began by conducting in-depth research of heritage communication projects around the world, and identifying target audiences before presenting our campaign strategy.  

Over 20 weeks, we created Facebook, Instagram and Twitter content highlighting the Indigenous, natural and historic heritage significance of over 80 sites on the National Heritage List, as well as mentioning several more through anniversary posts, reposts, regrams and retweets.

Content was designed to be shared, and targeted education, tourism and heritage organisations who were directly engaged and encouraged to repost NHL content in order to expand our campaign reach.

Our objective was to promote the work of the Australian Heritage Council and direct users to the National Heritage List website. We successfully increased visitors by 45% during the campaign period thanks to our social strategy, copywriting ability, in-house design team and talent for understanding and delivering our clients’ objectives.

The project ran for 20 weeks and from a zero base with no advertising we surpassed follower targets on all three social media channels, with a massive average engagement rate of 42% across social media.

The result was so successful the Australian Heritage Council decided to maintain the social media platforms at the end of the campaign period.