• Over 160,000 Google impressions
  • Over 53,000 Facebook impressions
  • 195 event responses (for 80 places)
  • 1 sold out event

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The client

Since 1966, Flinders University has been a leading South Australian university, consistently setting benchmarks for others to follow. Over the past 50 years their passion for innovative research, high quality teaching and community engagement has helped them create leaders who are empowered to change our world for the better.

As part of their community outreach, Flinders University’s College of Nursing and Health Sciences organised ‘Care Hack’, a hackathon event aimed at reimagining aged care in Australia. The two-day event was designed to provide care solutions for our rapidly ageing population. Participation was crucial to the success of the event, and so they engaged Online Path to develop a digital advertising strategy to reach and engage their desired audience with the goal of securing a total of 80 event registrations.

A strategic approach

With the objective of driving maximum registrations to the ‘Care Hack’ event, Online Path strategised a highly targeted pay-per-click campaign using Facebook and the Google Display Network. Leveraging audience and geo-targeting functionalities across each platform, campaigns were devised to target a specific audience that aspired to make a positive impact on aged care in Australia.

Data driven results

Using our expertise in paid online advertising and profound knowledge of both social media marketing and Google display network advertising, we were able to garner overwhelming support for the event. The campaign was incredibly well received by the target audience with combined impressions on Facebook and Google far exceeding 200,000.

The success of the campaign was beyond client expectations and evidenced by the fact that the campaign ended two weeks early due to the event being booked out.

With an average cost-per-click (CPC) of $0.47 and $0.74 for Google and Facebook respectively, we generated more than 2,000 clicks for the ‘Care Hack’ campaign. The campaign visuals and messaging piqued the curiosity of the target audience who were then driven to the event registration page, a powerful combination that increased participation levels beyond expectation.

Care Hack went off with a bang and was a great success, we are pleased (and relieved!) to announce.

Michelle Tonkin | Project Manager

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