OVERVIEW

Site: http://coxy.com.au

Coxy's Big Break, is one of Australia's longest running travel, lifestyle, and food programs with over 300 episodes on the Seven Network. 

CHALLENGE

Coxy's Big Break had no digital footprint, and we saw the opportunity to provide more value to the Coxy's audience online. 

SOLUTION

I designed the complete digital strategy from understanding the audience's online behaviour, developing the website, launching new social accounts, and running television cross promotions to build a database and offer prizes and products. 

KEY ACHIEVEMENTS

  • Gained in-depth understanding of audience via incentivised survey programs to offer an effective content offering. 

  • Built email database from nothing to over 11,000 via competitions, promotions, and JVs with suppliers. 

  • Built the programs Facebook to over 5,000 without advertising. 

  • Managed the technical delivery of the website that could handle traffic bursts of over 5,000 concurrent users from TV call to actions.

  • Increased leads and revenue of the 'Mates Rates' program by leveraging Facebook and email database and integrated joint venture partners. 

We designed a promotion to attract a younger audience to Coxy's Big Break with the 'Be A Star' Competition for the chance to present a segment with Coxy. Larni Salathiel had the most online votes and won the competition.