AT A GLANCE
Scope // Targeted print and television pitching + Radio Day[SL1]
Media Items // 431
Audience Impressions // 55, 400, 000
Highlights // Channel 9 – Sydney, SBS TV – World, ABC News Breakfast, Channel 10 News First – Sydney, WIN News Canberra, Australian Associated Press, The Sunday Telegraph
THE OBJECTIVES
MediaCast partnered with Good Things Foundation for the second year in a row to deliver the annual Get Online Week campaign in 2023.
The key objective of the campaign was to raise awareness, encourage people with low digital skills to support a local event during the campaign, and generate funding for Good Things Foundation.
As such, our goal was to achieve national coverage across traditional media, including print, television and radio, to specifically target those with low digital skills and those who support them.
THE CAMPAIGN
The campaign utilised new consumer research undertaken on behalf of Good Things Foundation and a wide range of experts and case studies to target key media contacts nationwide.
Alongside offering live interview availability, media calls were held in key metro locations, while local case studies were pitched regionally to targeted television contacts.
Live interviews with experts were pitched to radio stations nationwide, with local talent leveraged for regional stations to widen the scope of the campaign.
Print was targeted as a major platform to reach the key audience, with the combination of visuals from campaign events and case study stories used to secure national and metro editorials.
THE RESULTS
The 2023 campaign was a success, achieving a total of 200 radio items, 124 online items, 84 television items, 16 social items and seven print items.
We secured coverage across the country, with nationwide segments running across television and radio, and print and digital articles featured across major mastheads. While not initially targeted in the strategy, the results across online media effectively reached a more diverse audience, facilitating the objective to target those who provide support to people with low digital skills.
The large pool of talent supported the completion of 35 live interviews, allowing for large amounts of coverage to be secured across a full spectrum of media.
