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Love Moreland Buy Local

By

  • Your Creative Agency
  • Moreland City Council

Description

Moreland Council asked us to create a brand identity and awareness campaign as a direct response to COVID lockdowns in March. The brief was to create new habits for customers shopping locally that encouraged direct to small business sales. Additionally we were to provide local businesses and makers with free digital marketing.

Key Features

1

We designed an initial digital and guerilla marketing campaign across all parts of Moreland; celebrating local businesses and encouraging the Moreland community to buy local.

Profiles, products and the words of the brand i were taken from interviews with the community and owners themselves during the initial stages of lockdown. We showcased businesses throughout the creative, and how they connected with the community during COVID to encourage locals to buy direct.

2

Stats from the first week of launch:
1.1k website visitors to lovemoreland.com.au
179 form submissions for local businesses
142 comments on the \”Who makes the best coffee in Moreland\” Instagram post

3

Secured ongoing funding emergency COVID-19 business recovery budget to turn campaign into an ongoing program for the next 12-months.

4

24% of the Moreland community don’t speak English at home so the campaign had to be inclusive taking into account messaging in Arabic, Mandarin, Greek and Italian.

The Love Moreland, Buy Local microsite, built and developed by our studio, incorporates video footage during lockdown, a section for the community to shout out their favourite local business, in interactive directory, and is available in five languages.

5

Multilingual posters across all local suburbs
Targetted social ad campaign in the four key languages
lovemoreland.com.au

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