Case study: how Bespoke encouraged entries into the Australian Multicultural Marketing Awards
The NSW government needed Mumbrella to devise a strategy to publicise its AMMAs with just days to go before applications closed. We used our newsletter to hit a big audience quickly, then spent time on a longer follow-up when the winners were announced
The organisers of the Australian Multicultural Marketing Awards contacted Mumbrella a week before the nominations closed. The NSW government wanted to drum up interest for a final surge in applications, and then provide further coverage after the event.
Mumbrella’s insight
Mumbrella is the most popular news site for Australia’s media and marketing industry by a huge margin. We’re currently averaging 850k monthly page views and 14k daily browsers – three times higher than our nearest audited rival.
What we did
We interviewed AMMA judge Steven D’Alessandro, a professor in marketing at Charles Sturt University, and turned this into a Q&A on how best to target multicultural audiences. This was then turned into five 100 word news stories that ran in the Mumbrella newsletter in the run-up to the event.
Our newsletter is sent to more than 40k people and is the biggest driver of traffic to the website. The story was also boosted on Facebook and shared on our other social channels.
After the event took place, we interviewed a selection of winners and turned the inside story behind their creative, and the lessons they learnt, into a 1000 word feature. Again, this featured prominently on the website as well as receiving plugs in our newsletter and social media channels.
How it performed
The first five smaller stories were seen by 11000 Mumbrella readers every day in our newsletter, while the small feature on the homepage was viewed more than 700 times and shared on 92 occasions.
The second, larger feature speaking to the winners was viewed 1635 times and shared 116 times.
Want to find out more?
Vist Bespoke’s homepage at mumbrella.com.au/bespoke. If you’re interested in working with us, just send an email to adam@mumbrella.com.au and we’ll get back to you to arrange a meeting. To see our different packages, click here.