australian made week.
I was fortunate enough to lead advertising creative and project manage Australian Made’s first ever Australian Made Week ran from Monday 24 May to 30 May 2021 and was promoted nationally through a 1.3 million dollar multi-channel advertising campaign across TV, cinema, radio, out-of-home, print, online and social media. The campaign was faced by Australian Model, Elyse Knowles.
The key TVC footage featuring Knowles was shot at multiple locations across Byron Bay, New South Wales (The Farm, Wategoes Beach & a local aluminum manufacturer). The overlay was filmed Nationally at factories and farms throughout 2020 + 2021 during the COV*D pandemic.
my role:
TV & radio script composition // creative direction // traffic mgmt. of all assets // project coordination // shoot supervision // advertising copywriter
the impact.
During the campaign period of May, just under 400 million total estimated impressions were achieved across all Australian Made Week advertising assets and PR activity combined across 32k media assets.
Over 329,000 website sessions were recorded during the campaign period, smashing Australian Made’s monthly 150,000 session average.
Australian Made’s monthly social followers were up 504% across all platform, with monthly engagements up a huge 277%. Monthly YouTube views were also up an impressive 484%.
the challenge.
Support the Australian manufacturing and agriculture industries and their bounce back following the impacts of COVID-19. Give a ‘fresh face’ to a brand that’s more than 30 years old and expanded the brand into a younger audience.
the solution.
Invite an Australian model with one of the largest Instagram followings in the country into the ‘world of Australian Makers’. We put Elyse Knowles to work on the factory floor and out on the farm.
radio.
“Hi, it’s Elyse Knowles here… the first ever Australian Made Week kicks off on the 24th of May and we couldn’t be more excited. It’s a time to celebrate and support Australia’s local makers and growers. When you buy authentic Aussie products with the Australian Made logo, the famous green and gold kangaroo, you’re giving back to local manufacturers and farmers.”
still photos.
“Buying Australian helps boost our economy, supports local business & creates Aussie jobs.”
outdoor.
print.
digital.
point-of-sale.
social - @australianmadecampaign (500k followers).
social - @elyseknowles (852k followers).
social - @australianmadeproducts (1.2m followers).
social - @goulding43 (36k followers).
“Look for Australian Grown products, nurtured by Aussie farmers - something clean and green from our pristine environment. Or choose products crafted by hand and made with love by one of Australia’s many skilled artisans.”
landing page.
australianmadeweek.com.au.
“And show your support for Aussie manufactured products, regarded as high quality, made to last and withstand Australia’s harsh environment. So, go on… buy something genuinely Aussie for Australian Made Week. Because Australian Made makes Australia.”
— Australian Model, Elyse Knowles
It was not only an honour to be able to learn and grow with such an iconic brand at a young age, starting out in the copy room whilst still at University. But to be able to give back and support local industry at a time when that support was needed more than ever. To have written words for this brand for 6+ years but to only truly understand the importance and meaning of those words in the wake of a pandemic is an experience I’ll never forget.
TVC - 15 sec.
TVC - 30 sec.