1. Objective

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This was the second time we worked with Support Act on their Australian Music T-Shirt Day. For this year our objective was to build awareness for the charity and of course drive donations. We wanted to build an engaged community and foster partnerships, harnessing the influence of artists and industry partners to echo support.

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2. Strategy

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From announcement, we implemented a digital and social strategy that snowballed momentum up until Australian Music T-Shirt Day, timing ambassador activations, seeding out content and implementing targeted social advertising to amplify.

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3. Results

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• On the day Support Act had raised $125k and continued to rise following, far surpassing our target of raising $80k.
• The amount of Instagram followers doubled compared to last year.
• We had a trending hashtag in Australia on Twitter with #ausmusictshirtday.

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