Branded Content is alive and well in Australia with more and more brands creating content and engagement for consumers to engage with. Australians are comfortable with consuming video content online and good quality stuff is now able to find its audience by bypassing the usual broadcast partners. We clearly recognize that when earning your audience rather than buying it through broadcast partners it’s even more important that the brand role is smartly integrated not simply bolted on. Because the better the content, the more sharing and commentary and the bigger the audience.

We specifically targeted a travel-hungry audience of 18- 29 year olds who rather than just let the world go by were searching for new experiences. ‘Wotifia’ was a vehicle that would help reignite their desire to be adventurers and journey makers, and an audience who were conditioned to ‘site hopping’ would not only find a new destination to explore, but one that clearly positioned itself as fun, irreverent and different.

By rebranding wotif.com into Wotifia we essentially used our own site with regular millions of visitors to push out and share our content to others. Online YouTube pre-rolls and earned Social channels including Facebook, Google + and native content being promoted through multiple blogs were also used to drive engagement as well as a radio partnership that included an on-air Golden Passport competition.

A lot of people decided they’d like to go to Wotifia. During six weeks Australians watched our film 8.3 million times.

3.1 million Australians chose to watch it for an average of 1.30 seconds.

Pushed out through digital and owned media channels only, the campaign was an unprecedented success, and the role of the wotif.com, the online portal played a major role.

We created 65,000 new email subscribers, a major source of future sales and saw a 42% increase in social community and Facebook engagement with Facebook interaction up by 411 %.