The population of New South Wales is hugely diverse and it can be a challenge connecting with them. So to better engage NSW residents, we created a series of fun yet informative posts across the state’s new Instagram and LinkedIn channels.

Delivering timely and relevant updates to 8.1M people isn’t easy, even for the NSW Government. They noticed that their communications on Facebook and Twitter — which typically attracted consistent high engagement — were only reaching certain audiences.

Upon expanding to Instagram and LinkedIn, we partnered with the NSW Gov Social Team to deliver content that was bang-on to reach the missing audiences.

NSW is a diverse and varied state. Some updates will please everyone, but a Sydney update isn’t usually relevant to the people of Albury. So to ensure every post reaches the relevant audience, we provided strategic guidance and tailored content to make every post feel more relatable — giving the NSW Gov brand a more community-focused and personable touch.

To keep feeds fresh, we elevated NSW’s key dates, events and updates using a vibrant mix of formats. From stories, videos, gifs and memes to bespoke illustrations, we consistently captured the attention of a broad audience across diverse topics like World Pride, water safety, car charging stations, ticket fraud and FOGO.

In addition to social support, we conducted social media workshops for all NSW Gov’s social teams to educate them on social best practice and media spend. Taking in topics such as AI, effectiveness and social listening, we collaborated with the social teams to develop new social strategies that could be implemented instantly.

Nick Hunter
Georgia Shillington
Pete Saladino
Feryx Hui Ming Lim
Evelyn Tran
Tchaan Wilson-Townsend
Daniella Wheatley
Hannah Maher

We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.

Always was, always will be, Aboriginal land.