Brisbane Festival
Digging deep for science
UQ IMB
Public Relations
Getting our hands dirty to support a good cause
Aruga dug deep for The University of Queensland Institute for Molecular Bioscience (UQ IMB) citizen science project Soils for Science, educating Queenslanders that the next big medical breakthrough could be hidden in their backyards.
Leveraging the Easter school holidays, we targeted parents with cooped-up kids and encouraged them to participate in the Australian-first experiment.
Aruga’s campaign generated 60 media clips, including statewide TV and radio, reached 100,000 Queenslanders socially and drove 1,000 participant registrations within 24 hours of the campaign launch.
Results
60
quality media clips
1.9M
audience reach from PR coverage
100K+
people reached via social media
2,540
clicks to campaign website
7,800+
soil samples submitted
Deliverables
1
Hosted interviews with Soils for Science research team.
2
Development of long-form feature articles and profiles about research team.
3
Creation of media materials, including media releases, fact sheets and FAQs.
4
Design and copywriting of monthly e-newsletter.
5
Strategy, scheduling and design of monthly organic social media calendar.
6
Pre-production, production and post-production of video content and photoshoot.
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Prioritising parent and family media outlets and positioning the experiment as a fun school holiday activity.
Launching PR and paid social media activity concurrently to bring UQ IMB to the top of news feeds, resulting in 1,000 participant registrations within 24hrs of launch.
Employing Interests-based targeting on social media to hone in on identified gardening enthusiasts (68.5% of total interested audience).
More Work
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