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BRW ‘Australia’s Newest Billionaire’

aussie_billionaire

Promoting Business Review Weekly’s Rich 200 issue, I developed the strategy for a first of its kind interactive online video campaign aimed to stimulate peer-to-peer distribution where users could choose between 5 different ‘mock’ news story scenarios depicting them as ‘Australia’s Newest Billionaire’. The video was personalized with their photo and name woven into the story, and users were encouraged to share the video.

The results:

  • 107,000 organic video views – 1000% over target
  • 30,000 scenarios created
  • Organic views in 35 countries