Encouraging Queenslanders to commemorate ANZAC Day 2020 while at home
Challenge
Encouraging Queenslanders to commemorate ANZAC Day 2020 while at home
Solution
P4 Group used strong storytelling, influencer engagement, thought-leadership and newsjacking to ensure Legacy Brisbane held the lion’s share of the media voice in the lead-up to, and on, ANZAC Day. This approach was pivoted and adapted along the way, as COVID-19 sent the population into a country-wide shut down, meaning Legacy’s community events, the backbone of their fundraising activity, were cancelled, which also acted as the crux of media storytelling.
Results
69 - Pieces of positive traditional media coverage across print, online and broadcast 9 - Local influencers pledged their support 25Million - People reached 100% - Of coverage contained a Legacy Brisbane CTA 1 - Live TODAY Show cross on ANZAC Day with Legacy CEO 250K - People reached through organic social media mentions facilitated by P4 Group
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