“E ora ai te reo whiua ki te ao! For the language to survive – share it with the world.”
This was the motto for the 2019 Social Media campaign developed by Te Māngai Pāho, one of Aotearoa's biggest content funding organisations. The campaign was centred around Te Wiki o te reo Māori (Māori Language Week) and Mahuru Māori (Māori Language Month, September).
We were engaged by Te Māngai Pāho to execute and facilitate the campaign initiative called "#1Miriona Wero Waiata Māori," which was a digital competition encouraging the use and sharing of Māori language and culture through music.
For this project, we were tasked with composing and editing English and partial te reo copy, creating digital ad assets, performance reporting, and forming and executing the strategy around scheduling and publishing ad campaigns and posts across Facebook, Instagram, Twitter and LinkedIn.
The "#1Miriona Wero Waiata Māori" campaign far exceeded all expectations for 2019. Most brands achieve an Engagement Rate of around 0.09%, a decrease from 0.24% in 2018.
In 2019, the campaign achieved an
Engagement Rate of 3.4% for the page, and an average Engagement Rate of 6.5% for the page posts. This was an incredibly impressive result and sits far above most ‘best in class’ brands in New Zealand.
Te Māngai Pāho also achieved more than 2 Million Video Views, doubling the 1 Million Video View goal that had been set.
The campaign encouraged entries from a wide range of ages and locations, meaning that posts felt unique and this showcased Te Māngai Pāho’s Social channels as hubs for diverse content brought together by their creativity and passion for te reo Māori.