Brisbane Festival
Introducing FOMO-inducing fodder for Insta-worthy feeds
IMAGINARIA
Arts
Major Events
Promoting the playground of the future
With a futuristic playground of light sculptures, architectural inflatables and immersive installations, IMAGINARIA Brisbane was always destined to ignite imaginations – and Aruga made sure everyone knew about it.
Through a meet-cute with our longtime friend, Brisbane Festival, we helped broker a three-week run for IMAGINARIA Brisbane as a Festival affiliate event – a win-win for both clients.
A curated selection of top-tier statewide media and influencers ensured all eyes were on IMAGINARIA Brisbane with inspired and inspirational vision that included almost 100 pieces of original content on Instagram.
Results
46
media clips
2M
audience impressions
$49.7K
estimated advertising equivalent
28
influencers formally engaged
3.67M
total potential social media reach
98
pieces of influencer content generated
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Aruga bridged the gap between supplier and event, alerting Brisbane Festival of IMAGINARIA’s planned Brisbane season. The introduction led to a three-week Brisbane Festival run for IMAGINARIA Brisbane, which ensured the local season started with a bang.
Leveraging in-train Brisbane Festival editorial activity, including short-lead media relations and a state-wide media famil program, to secure wins for both clients.
Coordination of separate media and influencer sneak peek events on opening weekend to ensure FOMO-inducing content flooded Brisbane feeds at the commencement of the campaign.
