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NAB ‘Commentator’

Challenged to grow National Australia Bank’s Facebook community, the idea was to run NAB Commentator, a user-generated Facebook competition leveraging the bank’s sponsorship of the Australian Football League.

I created the social activation strategy for the campaign including reporting and analysis as well as directing the design, development, and integration of the Commentator Facebook competition app.

The results:

  • NAB doubled their Facebook community
  • 100% positive sentiment in social media
  • 70,000 organic views on YouTube
  • Strengthened the partnership with the AFL