pieces of coverage
SOCIETY was tasked with delivering an activation in Melbourne and Sydney that would highlight the convenience of Woolworths Metro60, a new 60 min grocery delivery service to metro residents. The challenge was to cut through a saturated market and media landscape, of not only grocery delivery services, but also Christmas, and capture the attention of media to deliver strong results, while engaging influencers to further drive reach, talkability and awareness. The idea? We offered Australians in Melbourne and Sydney the chance to have a Santa photo service delivered to their door, with a professional photographer, in under 60 minutes from the time of ordering their groceries. How much time did we have to execute? A little over 3 weeks.
To launch Metro60’s Santa Delivery campaign, we filmed and captured engaging content showcasing the process of placing an order, all the way through to receiving your free at-home Santa photos. We pitched a first run story to NCA Newswire, with a media release and assets created with a family and Santa, to a curated list of targets across print, online, TV and radio outlets. The influencer strategy saw us engage with a number of existing Woolworths influencer ambassadors who had a strong brand understanding and situated within the Metro60 service areas, rolling out content in a three-pronged approach across the week of the activation.
SOCIETY garnered a total of 55 pieces of media coverage from key media outlets including syndication across News Corp publications, Yahoo! News and SmoothFM,all reporting on Metro60’s Santa Delivery campaign with essential details of what was on offer and how Melbourne and Sydney residents could activate at home.
We also secured an exclusive broadcast run with 9 News Sydney and saw a further rollout of coverage across the week from The Daily Mail and other social publications. Influencer content was staggered across the week of the activation to drive momentum on Santa bookings, and keep the activation front of mind.
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