Holysmoke! Agency were engaged to launch Sydney’s most anticipated lifestyle hub, Wulugul Pop Up on The Streets of Barangaroo in late 2015.
During this three month campaign, our role was to create anticipation of Wulugul Pop Up, position The Streets of Barangaroo as flagship Sydney, showcase design and sustainability as well as health and wellbeing aspects, provide a platform to engage with the industry (food, arts, culture, design) and inspire repeat visitation from both media and consumer. The key vendors included Mamak, Bells Chicken, Gin&It, RivaReno and Edition Coffee.
By coordinating targeted pitches to established key target media across print, radio, TV, online and social, with high focus on the launch event, Holysmoke! were responsible for driving stories across a multitude of platforms. Additionally we commissioned 10 instagrammers and Youtube Vloggers to showcase the space to their highly engaged social audience.
Instagram users tend to follow people they don’t know with 34% of users looking to the platform for inspiration in Photography, Travel, Food and Fashion as well as keeping up with friends. Through the use of these influential ‘grammers’ we highlighted the dynamic facets of the precinct thorough exploration in its truest form whether that be as the fine grain foodie hub, nature lover respite, tranquil urban oasis or the vibrant high energy hub that attracts the ‘it’ crowd.
Tapping into the online community with a focus on instagram, Snapchat, Facebook and blogs has given an element of raw discovery through creative citizen reporters and where applicable, behind the scenes exploration.
During the three month campaign, Wulugul Pop Up achieved significant media exposure, reaching over 40,860,501 people nationally through 95 pieces of editorial coverage. Editorial appeared in Sun Herald (S), Sydney Morning Herald, The Daily Telegraph, Latte Life, Broadsheet, Concrete Playground, Time Out Sydney, Huffington Post, news.com.au, Herald Sun, Courier Mail, Adelaide Now, Perth Now, The Brag, Hospitality Magazine, Architecture and Design, InDesign, The AU Review, Krumble, Simon Food Favourites, Chocolate Suze, Gourmantic, Food Porn, Jugernauts, Love Swah and Grab Your Fork.
To date the content produced by the grammers has been phenomenal, showcasing the space in an individual and dynamic way. Since the commencement of the instagrammer program @thestreetsofbarangaroo channel has seen a marked increase in following and engagement currently sitting at 1367 followers almost triple the amount since commencement of the program. This is a result of harnessing the commissioned grammer’s audiences increasing the overall brand awareness in the largely urban social space.
The grammer’s posts themselves have seen strong engagement from their communities and have drawn overwhelmingly positive sentiment. We have calculated that the campaign so far has generated over 82,293 impressions across 9 grammers and concrete playground to date. And by combining the followers audience we have exposed the brand to 1,128,500 followers on social media.