THE BRIEF

BLACKTOWN IS ONE OF THE LARGEST AND FASTEST-GROWING LGA’S IN NSW, BUT ITS CURRENT ONLINE IMAGE HAS OFTEN BEEN SHAPED BY NEGATIVE STEREOTYPES.

FOR THE MAJOR NEW DEVELOPMENT BLACKTOWN QUARTER, THE CHALLENGE WAS NOT SIMPLY TO PROMOTE THE LAUNCH OF A NEW CITY CENTRE, BUT TO REINTRODUCE THE AREA IN A WAY THAT REFLECTED THE REAL ENERGY, DIVERSITY AND CULTURE OF THE COMMUNITY, AND BROUGHT THE LOCALS ALONG.

THE APPROACH

RATHER THAN RELYING ON TRADITIONAL PROPERTY MARKETING, THE STRATEGY LEVERAGED SOCIAL MEDIA TO HELP UNCOVER THE TRUE IDENTITY OF THE PRECINCT THROUGH THE VOICES OF THE PEOPLE WHO LIVE THERE.

I LED THE CREATIVE DIRECTION AND HELPED SHAPE A SOCIAL-FIRST CONTENT STRATEGY DESIGNED TO ENGAGE BLACKTOWN’S HIGHLY ACTIVE DIGITAL AUDIENCE.

THE LAUNCH

THE COLLABORATION WITH WESTERN SYDNEY CREATOR JON-BERNARD KAIROUZ ALLOWED THE PROJECT TO AMPLIFY A LOCAL PERSPECTIVE, INTRODUCING BLACKTOWN QUARTER THROUGH PERSONALITY, HUMOUR AND EVERYDAY MOMENTS – REFRAMING THE SUBURB THROUGH A MORE LOVABLE LENS AND SETTING A PATHWAY FOR ITS EVOLUTION.

THE DESIGN DIRECTION AND BRAND TOUCH POINTS ALSO HELPED ESTABLISH THE BRAND POSITIONING “TRUE WEST” — A POSITIONING THAT REFLECTS THE AUTHENTICITY, DIVERSITY AND CULTURAL CONFIDENCE OF WESTERN SYDNEY.

Campaign Reach

300k+ VIEWS

Campaign ENGAGEMENT

4.7%

BUILDING A FUTURE COMMUNITY PLATFORM

THE STRATEGY RECOGNISED THE MULTICULTURAL NATURE OF BLACKTOWN, ONE OF THE MOST DIVERSE COMMUNITIES IN AUSTRALIA. TO REFLECT THIS, THE CAMPAIGN WAS DESIGNED AS AN EVOLVING COMMUNITY PLATFORM RATHER THAN A ONE-OFF LAUNCH.

THE GROUNDWORK WAS LAID FOR A LONGER-TERM SOCIAL PLATFORM #MAINSTREETENERGY – AN ONGOING CAMPAIGN DESIGNED TO SPOTLIGHT THE LOCAL BUSINESSES, PERSONALITIES AND CULTURAL VOICES THAT ALREADY DEFINE THE NEIGHBOURHOOD.

THE RESULT

FOLLOWING LAUNCH, THE COLLABORATION LEVERAGED JON-BERNARD’S ESTABLISHED AUDIENCE TO REACH A LARGE WESTERN SYDNEY COMMUNITY ONLINE. THE CONTENT SURFACED POSITIVE AND DISTINCTIVE SENTIMENT AROUND BLACKTOWN, HIGHLIGHTING THE HUMOUR, DIVERSITY AND LOCAL PRIDE THAT RARELY APPEARS IN MAINSTREAM SOCIAL NARRATIVES ABOUT THE SUBURB.

THE CAMPAIGN WILL CONTINUE THROUGH COMMUNITY SPOTLIGHTS AND LOCAL STORYTELLING, ALLOWING THE MAIN STREET ENERGY PLATFORM TO BUILD AN ONGOING CONVERSATION BETWEEN THE PRECINCT AND THE COMMUNITY IT SERVES.