The District Docklands is one of Melbourne’s premier entertainment and retail precincts. It features everything from adaptable exhibition spaces to big-name clothing brands, a plethora of drinking and dining options, and a broad spectrum of art studios/workshop spaces and unique entertainment and experiences.
In December 2023, The District engaged brindle to help them craft and execute a new social media strategy across Facebook, Instagram and TikTok, utilising a mix of organic and paid activity to change perceptions and encourage a new audience of carefully identified target customers to experience the District Docklands experience.
Three key strategic objectives were identified:
- brand awareness & reputation: Establish The District Docklands as a preferred entertainment destination for local Melbourne residents and interstate visitors, showcasing the wide variety of options available and changing the perception of the destination in consumers’ minds.
- reach & conversion: Increase awareness and reach of The District Docklands brand and offer to their ideal customers through an organic and amplified content strategy. Increase followers across all social platforms.
- innovation & personality: Deliver an innovative, connected, creative, immersive entertainment experience seamlessly integrated across all social media platforms.
To achieve these goals and align with changing social media algorithms, the content strategy focused on video, utilising in-house filming, UGC, creator and influencer content sourced from social media, and commission work.
An overarching paid social media strategy (combined with an omnichannel media approach) ensured the right messaging reached the intended target customer at precisely the right time in their decision-making process with exceptional results.
Coreena Duncan, Head of Brand and Marketing, said, “Your expertise, creativity, and commitment have been instrumental in shaping our social presence, and we’re genuinely grateful for the impact you’ve had.”
Over the 9 months to September 2024, the combined organic and paid social strategy delivered:
- Combined total reach of over 9.9 million users across Facebook, Instagram and TikTok, an increase of 274% on the previous period, and received a total of 13.1 million impressions, up 215%
- Across all channels, The District attracted 5,582 new followers, 24.1% higher than the previous period, bringing total followers up to 76,757, a 2.7% total growth.
- Average post engagements increased to an engagement rate of 2.73% (up 7.5% from 2.54% ER in the previous period and well above industry averages for each channel).
