We were tasked with reinforcing the Subiaco Street Party’s profile as fun and family oriented; the event’s generous schedule of free entertainment was a major focus.
Our brief included a comprehensive social media strategy covering pre, during and post-event activities across Facebook and Instagram.
PR activities to secure event coverage and generate Street Party buzz were also required, with a focus on community media and major local press and radio.
With Subiaco undergoing a period of significant and highly-scrutinised change, garnering positive sentiment toward the area from some media outlets posed a challenge.
The highly condensed WA media environment also meant that successfully cutting through with community-based message would be challenging. With major community-based festivals and street parties now common in Perth, the Subiaco Street Party story had to offer more.
A social media strategy was crafted with a focus on family-friendly and live music messaging, with wide geographic targeting and selective audiences to ensure maximum effective reach.
In addition to media releases detailing the Street Party’s performers and other attractions, tailored story angles were offered to specific media outlets. These included stories championing Subiaco, such as sustainability initiatives tied to the Street Party.
An estimated 44,000 people attended the 2018 Subiaco Street Party – a result that exceeded expectations.
Our social campaign results included: average daily Facebook reach of more than 20,000 and average daily engagement four times higher than the previous comparable period; total Facebook advertising reach of more than 87,000; and Instagram post reach of more than 3,700 up from an average of 490.
Event coverage was secured with The West Australian, Community News titles, Post Newspapers, radio stations HIT92.9 and 6PR, and digital outlets including The Urban List. Print coverage alone reached a readership of more than 1 million people.
Event photography by Matt Schild