Using Data to Inspire More Kids to Play Sports
The Brief
NSW Office of Sport sought to: Increase participation in the Active Kids voucher program in regions with low voucher uptake and high social disadvantage.
The Solution
The campaign, "Active Kids Go Far," inspired parents by showcasing the far-reaching benefits of physical activity for their children’s development. By leveraging voucher uptake data, the team identified and targeted regions with the greatest need, ensuring the campaign reached the right audiences effectively. A mix of media channels and partnerships amplified its impact.
Key Activities:
-
Radio and print advertising.
-
Content marketing.
-
Mobile, digital, and social media advertising (Facebook and Weibo).
-
Out-of-home advertising.
-
Experiential marketing.
-
Cross-government collaboration.
-
Proactive media outreach.
Mike's Role
Mike’s expertise was instrumental in bringing this campaign to life. His contributions included:
-
Leading and managing the project team.
-
Developing the overarching campaign strategy.
-
Using data insights to inform audience targeting and campaign direction.
-
Coordinating with stakeholders to ensure campaign alignment.
-
Conducting market research to guide campaign efforts.
-
Managing creative and media agency partnerships.
-
Crafting compelling campaign copy.
-
Moderating Facebook interactions to foster engagement.
-
Measuring and reporting campaign success.
15k
Additional vouchers created
21%
Increase in Active Kids vouchers
🏆
Shortlisted for Best Local Campaign and Best Engagement Strategy at the Festival of Media (APAC) 2020