Background

The City of Sydney launched the Sydney Streets Festival, aiming to celebrate and promote various neighbourhoods including Surry Hills, Pyrmont, Darlinghurst, Redfern, Haymarket, Glebe, and Potts Point. This campaign targeted people interested in going out, festivals, food, and family events. The campaign was executed across TikTok and YouTube, platforms chosen for their high engagement rates and broad audience reach.

Objectives

• Create Awareness: Increase visibility of the Sydney Streets Festival.
• Engage Target Audience: Reach individuals interested in festivals, food, and family activities.
• Drive Traffic: Encourage clicks and engagement with festival content.

Campaign Execution

Platforms

• TikTok
• YouTube

Duration

• February and March 2024

Target Audience

• Age Group: 25-44
• Platforms: Mobile (primary), Desktop

Creative Content

• Videos showcasing festival events and vibrant atmosphere.

Key Metrics and Results

Overall Performance

• Impressions: Over 1 million
• Clicks: More than 7,400
• Call-to-Actions (CTAs): Incorporate more compelling CTAs in future campaigns to potentially drive higher engagement.
• Event Details: Integrate more event specifics throughout the video content to maintain viewer interest and enhance engagement.
• Platform Optimization: Continue leveraging TikTok’s robust engagement while refining YouTube strategies to maximize its complementary reach.

Conclusion

The Sydney Streets Festival campaign successfully increased awareness and engagement through strategic use of TikTok and YouTube. The campaign’s success demonstrates the effectiveness of using dynamic, mobile-first video content to captivate and engage a younger, active audience. Future campaigns can build on these insights to drive even greater participation and excitement around community events.