namedropping launch
‘what makes the big names big: porsche, picasso or pompidou?’
Mona opened its biggest exhibition in years: Namedropping, an exploration into status and why it matters (if it matters at all). Our job was to raise awareness through mass-marketing and status signalling. We wanted a lot of eyeballs, as much as we cared about small quantities who were super passionate.
APPROACH
Content was split across owned and earned channels to diversify and broaden reach. Collaborating with tourism bodies, influencers and our in-house creative team, I was responsible for identifying and managing content opportunities for various channels and platforms.
For Tourism? A giant billboard at an Australian icon, Bondi Icebergs.
For the car fanatics? A 1977 Holden Torana (LX) SLR 5000 A9X being installed as art.
For the fashion conscious? A look into what was worn at our launch party.
RESULTS
158 pieces of content; 122 from earned channels.
1.2M reach on owned channels.
5.1M views/impressions.
Mona’s owned organic content reached 59% of people outside of the exisiting follower base.
The Torana install video was a top performer, being shared in groups such as ‘Dubvegas Torana Cruise’ (Torana fans in Dubbo) and the ‘Launceston blockee route reunion’
Partnered with Tourism Australia and Tourism Tasmania on content distribution and influencer engagement, reducing marketing spend whilst increasing reach.
