Social Media Campaign Strategy

• Artwork & Artist Spotlights: Each of the 100 exhibiting sculptures receives an individual post. Source artists featured content and special exhibition events throughout the event. Celebrate Artist achievements e.g. Double Decade Club and Award Recipients

• Increase Visitor Engagement & Attendance: Drive awareness and boost attendance by showcasing the unique features of the Bondi exhibition, with timely updates on weather, accessibility, and events.

• Showcase International Talent with Focus on Indian Artists: Highlight the exhibition's global diversity, especially featuring artists from the India Showcase, to engage audiences and increase international visibility.

• Maximise Sponsorship Visibility & Integration: Strategically integrate sponsor messaging, balancing brand visibility with a strong focus on artists and the visitor experience.

• Financial Support: While entry is free, voluntary donations are encouraged to help support the artists and the ongoing success of Sculpture by the Sea. Highlight revenue-raising activities. E.g. Audio Tour and Merchandise.

• Accessibility & Coastal Walk Changes: Strategically share announcements about the coastal walk changes to notify audiences without deterring visitors and minimise confusion.

• Tailored Paid Advertising: Executing paid strategies on Facebook and Instagram to extend our reach beyond the Sculpture by the Sea community.

I produced a new series of reels to share on socials, allowing artists to talk about their work and connect more with the audience.

These videos significantly contributed to SXS’s increased online engagement, gaining thousands of views, earning hundreds of likes and starting many online conversations.

Click the image to watch the reel on Instagram

I worked with Perth-based digital marketing agency Big Head Digital to execute the SXS social media campaign over the exhibition period. I coordinated with them to create a social media calendar and worked together to create on-brand content. Their role was predominately to implement the agreed strategy using the content provided and organising paid social as well community management.

In summary, the campaign strategy was to promote the Sculpture by the Sea, Bondi exhibition and the exhibiting artists while also meeting SXS sponsor’s requirements and supporting revenue-raising activities.