Kāpiti Coast District Council
Client
Work
Brief
When Kāpiti Coast District Council needed an effective digital media campaign to gain urgent community data, they knew Wonderlab could deliver. They needed 1000 people to complete 1000 long-form surveys to petition central government for regional assistance. A big ask for a short campaign. Wonderlab knew the key to cut through was the right words and images.
The objectives
Cut through the digital noise, engage and gain trust so people will give their time for free.
The goal
Inspire 1000 people to complete a survey about housing. It’s an emotive subject. We wanted to capture a sense of empowerment to spur a good response rate, but we had to remain politically neutral.
The process
Each word matters. Digital campaigns can’t waste words, there isn’t the time or space. Wonderlab chose every word used precisely to drive responses.
The deliverables
A short but intense strategic media campaign run across major digital outlets. A supporting asset toolkit for digital and real world applications.
Outcome
Budgets were kept and targets were met. Thanks to simple messaging, clear imagery and strategic media buying.
Surveys completed: 1300+
We connected with over 300 more residents than we targeted. Great proof strategic digital media placement works.
Impressions made: 332,732
Even a small budget can have a big impression when a campaign uses digital media strategically.
Budget kept: 100%
Overspends are a no-no with public money.
The Wonderlab long read on digital media campaigns
Creating a Winning Digital Media Campaign by a Wellington Digital Agency
Digital media campaigns offer an invaluable opportunity for brands to connect with their target audience. However, in order to be successful, your campaign must be carefully crafted and executed with precision. Here are some tips to help you create an effective and impactful digital media campaign:
• Know Your Audience: It’s essential to have a thorough understanding of who your target audience is before you begin crafting a digital media campaign. Doing market research or conducting surveys can give you valuable insights into their age range, interests, preferences, etc., all of which will inform the type of content you deliver.
• Define Your Goals: Take time to define the goals and objectives of your campaign. Are you looking to increase brand awareness? Attract more customers? Increase sales? Clarifying your intentions before you launch your campaign will help you focus your efforts in the right direction.
• Select the Right Channels: Consider the various digital platforms available and select those that align with the goals of your campaign. For example, if you are looking to interact directly with your customers, social media might be the best choice. On the other hand, if you want to distribute visual content such as videos or images, then image sharing sites might be ideal for you.
• Develop an Engaging Message: Once you’ve identified the channels where your campaign will take place, start developing an engaging message that resonates with your target audience. Make sure it reflects your branding and identity clearly and concisely.
• Track Performance: As your campaign progresses, measure its performance regularly to see what’s working well and what needs improvement. Analyze the metrics closely and use them to refine your strategy accordingly.
• Optimize Content: Keep refining your content to ensure it’s up-to-date and relevant. Check in regularly to assess whether your content is still having the desired effect or if it could do with some optimization.
• Be Adaptable: Most importantly, don’t be afraid to experiment and try new things. Not every attempt may succeed but remember that failure is an important part of the learning process and ultimately leads to success.
Successfully creating and implementing a digital media campaign requires patience, commitment and a good (Wellington!) digital agency.