From Bay to Plate:
How We Made Victorians Crave Local Fish
Services
Digital Marketing Strategy
Paid Advertising
Social Media Management
Influencer Marketing
Video production
Creative Direction
Client
Seafood Industry Victoria
Year
2022-2023
The Brief
Seafood Industry Victoria (SIV) is a not-for-profit, non-governmental organisation that aims to build prominence to the people, places and products of the Victorian seafood industry. SIV is the representative peak body for the Victorian seafood industry with a membership encompassing a broad range of stakeholders from across the seafood supply chain.
In the last quarter of 2022, SIV approached us to help increase local consumer knowledge about Victorian fishing and farming to build trust and raise demand for Victorian seafood with the Victorian people. They needed our help to increase brand awareness while utilising a newly launched website for Victorian consumers (https://www.victorianseafood.com.au/) as well as their first documentary, Heart and Soul.
The Challenge
While SIV is well-known within the Victorian fishing industry, its digital presence was newly established and limited to its existing organic following. Despite their existing following knowing and trusting their brand, they consisted mainly of fishermen and other internal industry stakeholders- not the Victorian public. SIV’s digital strategy consisted of posting organic content on Facebook and releasing emails to an internal mailing list.
However, because they are a not-for-profit, internal resources to execute a digital marketing campaign were limited and thus they relied on existing reach and databases.
While simply reaching a broader audience seemed to be the initial challenge, there was the underlying problem of changing peoples’ perceptions of the fishing industry. We needed to align the Victorian seafood industry with being the more sustainable, community-supporting option while the public perception of fishing was the exact opposite.
Our Solution
After conducting research into the Victorian market and the desired target demographics, we developed a brand awareness campaign to build trust and increase reach within the modest budget of a not-for-profit organisation. This included integrating influencer marketing, video production, and paid + organic social media marketing.
To resonate with the Victorian seafood market, we engaged and collaborated with former Masterchef Finalist, Kishwar Chowdhury, as part of an influencer marketing campaign.
This required our best efforts in video production and coordination. From planning an on-site shoot at South Melbourne Market to producing an engaging video to be utilised on both paid and organic social media, it was a true testament to our team’s passion for creating great content.
To maximise SIV’s existing collateral and internal marketing efforts, we also utilised existing collateral. We selected snippets of the Heart and Soul documentary footage to help Victorians connect with the people of the seafood industry and their personal stories. Additionally, we leveraged the seasonality of the campaign’s launch and utilised the Victorian Seafood website to access recipes that integrated Victorian Seafood during the Holiday Season.
With an arsenal of content, we then devised a paid and organic social media strategy that worked hand-in-hand to reach and resonate with the Victorian audience. Our messaging aimed at educating the public about the sustainability of sourcing Victorian seafood and humanising the people behind the industry.
The Results
One of the biggest things we were proud of after our campaign was completed with SIV was the level of pride from our client over the way the Victorian seafood industry was promoted to the key stakeholders. Beyond this, below are some of the key highlights.
Through our paid ads and with a budget of just AUD$590:
Reached 125,007 Victorians within the 6-week campaign
Drove 4,941 sessions to the new website after being launched.
Drove 10,446 post engagements
Achieved 3,675 views on our videos across our influencer video and our snippets from the Heart and Soul documentary.
Through our organic posts, we reached 102,152 people with a 2.9% hike on Facebook and 19,778 people with a 16.8% hike on Instagram.
The top organic post reached a total of 19.2K people.
Kishwar Chowdhury’s organic post on her Instagram account garnered 3,345 views and 215 likes.
Seafood Industry Victoria