Superdream Australia successfully launched a new integrated marketing campaign this week, aimed to raise awareness of the desperate need for more foster carers in Australia for client, Key Assets.
In the first 24 hours of the campaign going live, more than 15 million people were reached, capturing the attention of media worldwide!
As a full service agency, Superdream were able to combine the expertise of all departments and ensure that the message was consistent and the aim was shared by all involved. While this might be seen as a common sense approach, it is not often common place for many different disciplines to work so closely.
PR Account Manager, Nicole Hope says taking this holistic approach helped to amplify the success of the campaign.
“The campaign achieved exposure across print, broadcast, online and social media, reaching as far as the UK, Nigeria and Canada with mentions in Yahoo News Canada, Aol.On US, Nigeria Daily News, The Huffington Post UK, Daily Mail UK, Metro and UNILAD.
“When you take a creative approach to your marketing, and support it with both PR and advertising, you will achieve greater results and that’s what we were able to do with Can I Foster?”
Key Assets Australia are thrilled with the results so far and are already receiving hundreds of enquiries from people interested in becoming a foster carer through the specially-built microsite, canifoster.com.au.
“It’s a great example of what can be achieved when all services in the agency are used in conjunction with one and other, working towards the same goal,” Nicole said.
The campaign features a captivating social experiment to raise awareness of the foster care crisis, asking the audience to visit canifoster.com.au –a microsite build by Superdream to capture and filter enquiries from people interested in becoming a foster carer.
The social experiment was amplified by PR through distributing the clip and feature story to online media, securing coverage in every major online news source as well as coverage on prime time news (Channel Seven) and national morning show, TODAY (Channel Nine).
Creative for print and digital advertising was also developed as part of the campaign to encourage people to start asking themselves the right questions, driving them to(link: http://canifoster.com.au/ text: canifoster.com.au).
(link: https://www.facebook.com/keyassetsaustralia/ text: Click here) to see the social experiment