WADay & SOTA - Social that celebrates our state.

The Brief

Promote WA Day and encourage everyone to embrace the June long weekend by doing something typically West Australian

The Response

Clarity/Firefly360 have been working with Celebrate WA for six years to promote WA Day and encourage everyone to embrace the June long weekend by doing something typically West Australian. We have primarily used traditional media partnerships with a substantial social media campaigns across Facebook, Instagram and Twitter to promote mass awareness and engagement through #WADay. In 2019 we partnered with UWA to create a high tech command centre to manage the WA Day and State of the Art Music Festivals. This drove real time conversations and allowed us to harness real time data. We integrated all media campaigns into one visualisation to be able to track our performance, activate conversation when interest stagnated and we monitored the trending topics and hashtags so we could quickly be part of the conversation. The WA Day campaign has been recognised by the Public Relations Institute of Australia (WA) and won national web awards for social media in two consecutive years.