Social Media Campaign

Overview

Loving Lilydale is an online and social media brand created in collaboration between Lilydale’s local businesses and the Level Crossing Removal Project.

Challenge

The campaign had to celebrate the people, places and businesses of Lilydale with authentic content across Facebook, Instagram and YouTube. The Level Crossing Removal Project wanted to build community connection and interest in the area ahead of construction of a new station precinct. The campaign also had to help traders through the disruption of level crossing removal works and give shoppers and locals a reason to keep coming back to the precinct.

Approach

[Placeholder: method (The Ethos Method or The Praxis Framework) to be confirmed]

Just Gold worked within an existing brand design and visual identity framework and carried its look and feel across every channel. The team expanded and refined the brand to reflect the Lilydale community. It built a visual language from local signage, paired it with community led photography and local talent, and used a pastel palette across posters, social assets and campaign collateral. Video was filmed on location with local partners and community talent. The campaign spotlighted over 20 local businesses.

Deliverables

• Content strategy and copywriting
• Filming
• Photography
• Script
• Video editing
• Social media strategy and audience development
• Social media campaigns, management and optimisation
• Website production
• Qualitative research

Outcome

Just Gold created a free website where local residents and businesses could connect and support each other. The campaign revived community spirit during a period of significant disruption. Government partners featured the campaign, and its video was used in localised digital distribution.