"They nailed the medium. It was so beautifully crafted and executed. Art direction was the idea, and the idea was beauty! And the functional need was for it to be passed on which was a success."
To lift brand preference among an 18-35 audience, the story of Stoneleigh needed to be established. An increased brand preference measure of 3 percentage points for our audience was the aim of this campaign.
Society brought to life the natural creation story of Stoneleigh with Sydney's first entirely Instagrammable house, Stoneliegh No.50. They used No.50 as the hub for a campaign that facilitated storytelling across social media, from the perspective of the audience.
Key online influencers were invited to a variety of launch events hosted by partners. Secret dinner parties, fashion shoots and Instameets all created bespoke content.
- Over 1,500 people attended the experience
- 2.5 million organic reach on Instagram with #StoneleighNo50
- 7.4 million reach online through native partner content
- 350% increase in brand preference
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