Australia’s 46th federal election was held on 18 May 2019. In the lead-up to the vote, a number of proposed reforms were announced — including one directly targeting Negative Gearing and Capital Gains Tax (CGT) within the property industry/market.
Rob led an award-winning digital advocacy campaign on behalf of the Real Estate Institute of Queensland (REIQ) who identified these reforms as having the potential to not only disrupt the industry, but damage the broader Queensland economy; triggering falling house prices, rising rents, billions in lost stamp duty revenue and severe, negative impacts on property service professionals and every day ‘mum and dad’ investors and renters.
Services provided
- Data analytics
- Digital campaign
- Web design & development
- Graphic design & animations
- SEO & SEM
The proposed reforms became a key media talking point in the last weeks of the election campaign with the industry ultimately uniform in its rejection of the changes
Our work started with research undertaken through sentiment analysis platforms to better understand public perception towards the industry and proposed changes.
Using results from the research, the ‘Stand Up for Stability’ campaign harnessed the use of storytelling through social videos to unify primary targets in a common goal — a sustainable property sector in Queensland.
Supporting strategies included:
- connecting with audiences via multiple, diverse digital touchpoints — including a campaign microsite — to ensure message penetration
- reinforcing messages with figures and statistics specific to the primary targets — to strengthen alignment and connection with the campaign, and reinforce its importance
- leveraging established relationships and channels to build on campaign reach in the limited timeframe (seven weeks)
- incorporating research results to provide factual information on the potential impacts of the proposed reforms, along with visual storytelling to reinforce campaign key messages.
Additionally, we used a proprietary spatial data platform developed by Rob’s digital team to showcase the number of campaign supporters on the campaign’s microsite and their location by electorate.
Execution included a mix of owned, earned, and paid tactics to connect with target audiences across multiple touch points. The campaign was launched on 11 April 2019 and ran through to 18 May 2019 — with digital advertising, social media, website, and video content used to engage REIQ members and Queenslanders.
As part of evaluation and metrics, we implemented heat mapping (see image below) to gauage the effectiveness of our mapping and microsite engagement.
