I worked with the team on Australia Post’s Bluey collectables campaign, designing social assets, email and in-store materials.
We used artwork supplied by BBC, Ludo Studio and the Royal Australian Mint. The task was to bring those assets together within the campaign guidelines, with the collectables at the centre of the work.
The brief: launch the Bluey collectables and bring people into local Post Shops.
My approach: let the collectables lead, using the supplied artwork within the campaign guidelines across every format.
The result: rolled out across social, email and in-store.
The finished work brought the campaign into Australia Post’s digital and retail spaces, from social posts and email to materials seen in local Post Shops. Results reported by BRX Insights.
4.5M
Impressions
1.80%
Click Through Rate
81,000
Total Clicks
Looking backLetting much-loved artwork do the selling.
The impact: The campaign reached 4 million people against a forecast of 2.9 million, and engagement hit 7.5% against a predicted 5.8%, helping bring collectors and families into Post Shops across the country.
What I took from it: Working with artwork from BBC Studios, Ludo Studio and the Royal Australian Mint meant respecting several sets of rules at once. The best decision was the simplest one: keep the collectables at the centre and let everything else support them.
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