Paid social

The brief

Drive awareness, inquiry and conversion on flagship events of the March 2020 program of Melbourne Food & Wine Festival.

The work

Developing headlines, primary text and descriptions for six events and brand ads targeting different audiences, including core customer base, interstate visitors and Victorians.

The outcome

Delivered conversions at CPA of $15.49 across campaign, with the most successful example for a specific event being The Big Spaghetti, at $18.52. Reached audiences at CPM of $2.91 across campaign, with most successful example being with most successful example being a GIF with copy teasing the breadth of the campaign at CPM of $1.47.