Sally-Capp-Content-Smith-Story — Sally Capp

Lord Mayor 2020 Election Campaign

sally-capp-chinatown-melbourne — Setting the Scene

The Victorian Local Government elections were held in October 2020 and our client Sally Capp was running her re-election campaign for the City of Melbourne. After our involvement in Sally Capp's 2018 by-election campaign and continued management of Sally’s social media accounts, we were invited to lead the campaign's digital marketing activities again.

Challenge

Under strict COVID-19 Stage 4 lockdowns, candidates couldn't campaign outside their homes. The only way candidates could campaign was via digital marketing and letterbox drops, that had to be done during the 2 hours allocated to exercise within a 5km radius of our homes. Now more than ever, Content Smith's role in the campaign was integral in reaching and influencing the City of Melbourne voters.

All meetings were held via Zoom and Google Meet during the toughest lockdowns in the world. It was difficult for a number of reasons and we were each experiencing the lockdown restrictions differently.

Solution

Content Smith managed the website build, social media creative and account management across LinkedIn, Twitter, Facebook and Instagram, paid advertising across Facebook, Instagram and Google, account management of Sally's Official WeChat profile, WeChat KOL management, photography and video production, TVCs and Chinese translations.

sally-capp-website-case-study — Website

Built with Squarespace.
We chose this platform because the platform is easy to manage and we needed a simple way to accept online donations and collect contact information for volunteers who wanted to sign up to help.

Social Media

We managed Sally Capp’s accounts across Linkedin, Twitter, Facebook and Instagram.

All social media creative were designed by us and repurposed for each social media platform.

This campaign delivered over 60,000 engagements and nearly 2,000,000 impressions.

Sally Capp Story — Paid Advertising

The digital media component of the campaign consisted of ads on Facebook, Instagram, Google Display Network and Channel Seven (Broadcast Video on Demand).
This campaign was highly successful, delivering almost 4,000,000 impressions and 23,000 clicks.
Facebook was the most cost efficient channel, driving over 16,000 clicks, at a Cost Per Click of $0.47.

China marketing sally capp.png — China Marketing

Content Smith managed the Chinese translations for all copy required for social media, paid advertising and print.
We also managed Sally Capp’s WeChat Official Account and KOL partnerships with WeLife and Melb V Life.
One of our Melb V Life articles achieved over 10,000 reads within the first 24 hours.
We also secured geo-targeted advertising space with Australia’s largest Asian food delivery app, EASI, and NetBay Free Wifi.

Resolution

After what felt like a 6-week marathon(!), we successfully secured Sally Capp a full term as Lord Mayor in the City of Melbourne. Team Capp collected an impressive 27,949 primary votes (31.60% of the 91,531 formal votes returned), with the second-best candidate coming in at 16.68%. The number of votes helped secure two additional councillor positions at Town Hall. Comparing our results to the 2018 by-election, we also saw an increase in the number of donors, and over 250 volunteers signed up to help Team Capp.

““Stephanie was my all-round social media expert during my campaign for the City of Melbourne Lord Mayor by-election in 2018 and re-election in 2020. She was professional and worked well with the campaign team. It has been such a pleasure working with her, and I was pleased to see my online community and engagement stats improve considerably after she started. Her advice and strategies were helpful and effective, and the content Stephanie produced received many compliments throughout the campaign.

The connections created through social media were a vital part of the success of the campaign. Her social media strategy was substance-based and provided cut-through for our campaign resulting in strong name recognition and ultimately success. I would highly recommend Stephanie to any business who needs help with their digital marketing.””

— Sally Capp, Lord Mayor of Melbourne