Overview

I worked closely with the NZ-based Facebook team to implement best-practice marketing campaigns across the platform. I implemented a campaign to increase downloads of the HOT app, with Facebook being a key media channel. The goal was to achieve 10,000 app downloads and encourage people to explore the app’s features. We utilised Facebook to reach New Zealand travellers on a large scale within a short time period, whilst maximising budget. Via various ad options including ranging from big impact to highly-targeted and the (then new) Custom Audience targeting, we exceeded expectations. The Facebook strategy helped drive 13,207 app downloads in just four weeks, helping the House of Travel’s mobile app become the No.1 free app in the Apple App Store. Facebook published this as a case study in the Facebook Business section as an example of clever marketing for other businesses to gain insights from. At the time, we were one of only two New Zealand companies featured, and I was subsequently shortlisted for HOT’s Auckland Head Office ‘Hottie of the Year’.

Contribution

- Formulating social media strategy across platforms including Facebook, YouTube, Twitter and Pinterest.

- Delivering innovative campaigns within the social media space.

- Championing and managing the creation of video content.

- Utilising social media to support retail and eCommerce marketing objectives and campaigns.

- Supporting outlets in developing their localised social media activity.

- Reporting on and reviewing activity to meet business objectives.

- Managing social media budgets.