RE:TRACE | 2018

Plain Jane PR RE TRACE

THE CHALLENGE

  • RE:TRACE is a community project celebrating the heritage of Auckland neighbourhoods through publicly submitted historical and contemporary photography

  • The aim was to receive as many pictures as possible and create

WHAT PLAIN JANE DID

  • Create and implement marketing strategy (including social media, print, digital and community engagement)

  • All writing

  • Media relations

  • Finding and confirming local artists

RESULTS

  • Weekly feature in Stuff’s Auckland local weekly newspapers sharing never-before-seen images of historical neighbourhoods

  • 2% average Facebook post engagement rate

  • 86% follower increase on Facebook

  • 10.2% average Instagram engagement rate

  • 2,253 total website page views

  • More than 500 historical image submissions

  • 20:1 ROI

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Rebecca Lee