Building relevance with the youth market in a way that aligns with the needs and aspirations of young Australians.
Working with inspirational youth leaders, we identified that young people have a strong desire to take control of their career and shape their own future, but often lack the resources or knowledge to do something about it.
Welcome to the Telstra Imaginarium. A bold, 12-week innovation program where young Australians collaborate with Telstra to solve youth problems, all whilst giving them the skills to shape their careers in the process.
To share the story with a broader youth audience, we designed a content led communications strategy, showcasing Telstra’s role in enabling the success of Australia’s future creators and change makers using a mix of native and branded content.
Our content has been viewed by just under 8 million different people, including 1.7 million video views, generating 2.5 million engagements and an engagement rate 30 times higher than industry average.
Our campaign also increased brand consideration by a phenomenal 66%.