The aim of the game
The goal of the social media pages was to drive ticket sales and then act as a mouthpiece for the brand to announce shows, venue information and keep the rapidly growing community updated. Working closely with the touring company and publicity team, we were able to achieve (and exceed) all set KPIs for both countries on social, and in the set physical business objectives.
Key results include
For the AC/DC Tour focus was linking for fans and building a strong community and leveraging content. The social media campaign generated over 6,000 new fans in 10 days!
Reach of the conversation
Within Australia there were 33,000 digital stories created in 8 weeks, with an additional 22,000 created within the New Zealand market.
Social media engagement
A strong social media presence needs to have strong engagement. With 12 months leading up to the Australian tour, the page was able to maintain as average engagement of 11% and in New Zealand, an average engagement of 17% (average engagement at the time: 2-3%)