Having established the company as a keen player on social media with the Australia Day campaign, the team set out to create a new, time-critical video and social media campaign, taking advantage of recent exciting announcements in pushing the boundaries in space exploration.
Once again the client was willing to take creative risks, and gave us licence to go the extra mile (or rather 140million miles) to make a realistic and credible April Fool’s Day stunt.
The team utilised a cross-platform approach, including the creation of a main video, trailer video and interview with John Mason International’s very own expert Dr. Xavier Wing. In addition to a bespoke landing page, the company’s home-page incorporated a new banner promoting the video.
A comprehensive social media sharing and promotion strategy complemented the content plan, promoting YouTube views and Facebook posts.
The integrated campaign generated 9,000 views across multiple videos on social media and YouTube within 48 hours of launch.
During the video campaign, there were 27,400 views across three videos on Facebook; 9,464 views from three videos on YouTube - where the average percentage viewed was 92% - and over 7,000 impressions on Twitter. Facebook engagement was up 3,197%, page likes were up 2,750% and video views up 684,575% over a seven day period.
The campaign has now won a gold Hermes Creative Award in the Integrated Web Campaign category.
