Wellington NZ
FIFA World Cup
The FIFA Women’s World Cup was just around the corner, becoming one of the biggest events to hit Wellington. We leveraged this to show everyone how good Welly can be on a good day!
Services:
Magnesiums end-to-end production and Paid Media strategy & amplification.
Results:
16k landing page views to site.
Content garnered an engagement rate of 47%.
The brief:
Encourage Americans to travel to Wellington.
The FIFA Women’s World Cup was just around the corner, becoming one of the biggest events to hit Wellington. With all eyes on the capital, we were on a mission to show just how wonderful the region is.
Our objectives:
- Make Te Whanganui-a-Tara Wellington famous in the US while promoting the upcoming FIFA Women’s World Cup 2023.
- Leverage Karen O’Leary’s notability in the US and her local roots to Wellington to create engaging content which resonates to a US market.
The work:
Business units Socialites, Magnesium, People of Influence and Magnesium came together to create a winning campaign. Working collaboratively with WellingtonNZ and partner Frank Management, we ideated an engaging content series that was phased across five episodes. Our social team set out to recruit football-loving fans in the US to fly to Wellington, to take part in Karen O’Leary’s “Wellington Ready” training. While our production team hit the streets of Wellington to film the content series, our US fans were put to rigorous tests (like sampling local coffee, running against the Wellington wind, and quizzing the pronunciation of New Zealand slang). Our media team amplified the content to the US market.
The outcome:
Not only did our US fans pass the test to become true Wellingtonians, but we delivered above and beyond campaign goals. We garnered 1.2M engagements, resulting in an engagement rate of 47%. Content delivered 11k+ video completions and piqued interest with a surge of 16k landing page views to site, so our US base could get to know more about Wellington as a destination.
