Brisbane Festival
Setting the stage for a very special album release
Emma Dean
Arts
Securing national syndications for a local artist
Singer-songwriter Emma Dean wanted to release and tour her brand new, personal album Shape of a Girl. Aruga jumped on the bandwagon, creating a far-reaching media strategy and paid social media campaign that drove awareness and interest.
Our work secured a nationally syndicated Townsville Bulletin article in which Emma Dean chatted about the inspiration behind her album including her lived experience with IVF, infertility, loss, and hope.
A mighty 2.95 million people were engaged through print, radio and online exposure both locally and nationwide. We reached all target audiences and then some, providing Emma Dean with a platform for genuine telling of her story.
Results
268
media clips
2.95M
PR audience reach
58
unique clips
375
link clicks from ads
$1.04
average cost-per-click
3.08%
click-through rate
15.5K
people reached
24.9K
impressions
5,816K
engagements
Deliverables
Ad campaigns
development of two advertising campaigns
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
We worked closely with a journalist at Townsville Bulletin ahead of Emma’s Townsville show to tell the story of her album in an article that was syndicated nationally.
We set up a killer pic opp at Brisbane Powerhouse, which resulted in a big photo story running in The Courier-Mail ahead of her Brisbane show.
We ran targeted ads using a trailer asset that ensured Emma’s key audience was reached, resulting in a strong engagement and reach.
