Case study: how Bespoke helped launch a new exhibition
A new event about marketing to millennials launched in Sydney in 2017. The organisers turned to Mumbrella to not only publicise it, but raise awareness of why Aussie teams needed to rethink how they target younger shoppers.
The organisers of the Millennial 20/20 exhibition contacted Mumbrella asking us to devise a Bespoke package to promote their event.
They needed something turned around quickly that would raise awareness of why marketers needed to market differently to millennials, and also to encourage ticket sales.
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
The biggest driver of traffic to our website is our daily newsletter, which is delivered to 34K industry professionals. As we had limited time, we created five 50-100 word news stories that could sit as a self-contained story in the newsletter.
These centred around the latest research on the consumer habits of millennials. These stories linked to both the Millennial 20/20 website and a ‘master’ feature containing all the facts on Mumbrella.
How it performed
The main feature got 2,053 views with an average time on page of 2:43 minutes, making it one of the most read stories on Mumbrella that week. Meanwhile, the posts on the newsletter, sent to 34k subscribers, got enormous click through rates of up to 8.91% – around 10 times more than banner ads found on traditional websites.
It was about more than just numbers – our series raised awareness of why millennials require a different approach to marketing than other consumers (a controversial topic in the industry) through presenting evidence.
As well as raising awareness of the event, we were able to help create a narrative for Mumbrella’s readers.
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.