Services
Campaign
Website
Creative
Digital
Media management
The mission:
Research revealed that many residents were unaware of the full scope of council services and lacked trust in the council’s ability to act in the best interest of the local community.
The challenge was to shift this narrative by creating a campaign that expanded community knowledge about council services, highlighted the positive impact of councils, built trust to deliver on council promises, and position councils as both approachable and community focused.
The numbers speak for themselves
1,032,517
individuals reach through digital ads, achieving 5,043,508 impressions.
5,200,069
Viewers reached by TV ad placements
85%
positive sentiment towards locals councils, reflecting improved public perception and trust.
Our solution:
Locals Like You was an integrated marketing campaign designed to build positive relationships between councils and their communities by breaking down the “us vs. them” mindset. It emphasised that council workers are the community – they are neighbours and locals who care deeply about their communities.
The campaign featured local community members (council workers) and showcased their roles in the community and how the outcome of that role and service positively affected the lifestyle of locals.
These services and positive lifestyle scenarios focused on the top services valued most by residents, identified through research.
A TV and digital ad campaign delivered targeted and tailored messaging across 5 segmented community groups, reaching every local council in Queensland and driving them to a dedicated landing page. Media packs were distributed to councils to ensure consistency in messaging and local amplification.
In 2024, the campaign scaled its efforts by incorporating cinema advertising alongside TV and digital channels, maintaining a strong focus on creating a greater reach and frequency to maximise the budget.
The Results
In 2023, the campaign achieved more than five million impressions through digital ads and an audience of over five million viewers through TV placements. Post-campaign surveys indicated significant improvements in community sentiment and trust towards councils.
In 2024, the campaign delivered over 16 million impressions through digital ads, with each user exposed to the ads at least six times. The TV campaign reached an audience of 13.8 million viewers, while the cinema advertising reached 174,288 people. The digital ads delivered over 13 million video plays, and the engagements exceeded expectations with 1,124,915 interactions reflecting heightened community interest and positivity. Survey feedback confirmed that the campaign surpassed its goals for positive sentiment and trust-building.
Locals Like You successfully strengthened the relationship between councils and their communities by showcasing the human side of local government and emphasising their role in enhancing everyday life. By effectively leveraging a cohesive multi-channel strategy, the campaign achieved its objectives, setting a strong foundation for continued positive engagement.
