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Tourism Queensland on the Art of Content Marketing

  |  November 29, 2011   |  Comments   |  

Lessons in driving buzz around branded videos.

Singapore-- With the proliferation of social media, content marketing has become increasingly important. Sarah Whyte, digital marketing manager from Tourism Queensland shared case studies at SES Singapore to illustrate how marketers can bring content to life on digital channels.

Roo Mail Video Mockumentary

How do you engage consumers online and bring your brand to life? Entertain to encourage sharing and discussions around your brand content seems to be the answer for Tourism Queensland's Roo Mail mockumentary.

In August, Tourism Queensland created four videos that included a 40-second teaser and stories around Jackie the kangaroo.

The mockumentary aimed to be humorous and controversial. Tourism Queenland used a combination of bought media, earned through PR advocates, and promotions on its websites and e-newsletters as well as social channels.


When Queensland was hit by cyclone Yasi in January, the price of bananas shot up in the country, resulting in negative sentiment.

When a new crop of bananas was ready in October, Australian Bananas - working with its agency Ikon - decided to get the news out with the goal to create positive discussions and sentiment. The board established a Twitter channel to follow the fruit as well as bought Facebook and Twitter advertising.

Additionally, Australian Bananas created video content and leveraged the community to extend conversations, according to Whyte.

The result: Facebook connections increased 162 percent. The brand added 4, 500 fans on Twitter; its video received 10,000 views on YouTube in four days, and it experienced a seven percent increase in positive sentiment.

Whyte also shared these key learnings on content marketing:

  • Content has to be great to be shared.
  • Remember: Engagement first, campaign second.
  • Use targeting.
  • Create a conversation calendar; look for extensions on owned, bought, and shared media.
  • Look beyond the desktop and get more mobile.
  • Follow the data.
  • Learn from the community.

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Adaline Lau

Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.

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