8/2/2019 Elastoplast | Social Media Case Study | TWO SOCIAL

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Channels employed

CASE STUDY: Elastoplast

ChallengeCompeting with the likes of Qantas and Foxtel,

Elastoplast, on a limited budget and six month

campaign period, was in need of a unique way to

connect with the Australian public in order to

promote their sponsorship

as oicial supplier of tapes and bandages to the

Australian Commonwealth Games Team for the 2010

Games in Delhi.

Ultimately, Elastoplast were looking to engage

the primary audience of mums aged 25-40 years old

with a secondary audience of families children,

husbands and partners to drive them back to the

company website.

StrategyWith limited budget and a six month long campaign

period, social media was used as the fulcrum,

specically, Facebook and Twitter to drive

engagement and share Branded Content created by

Daemon TWO, including:

A series of 12 podcasts from Melinda Gainsford

Taylor, Brad Fittler, Kimmy Smith and Dan Fasch

sportspeople, professional physios and

weekend warriors.

Photos from a training session with Melinda

Gainsford Taylor and Little Athletic kids.

Vox Pops with Little Athletics kids.

TWO also created a competition to facilitate a

drive back to Elastoplasts website which held a

wealth of information and allowed users to opt in

to receive future communications from Elastoplast.

reSultSAt the close of the campaign, Elastoplast had a

total of 1541 fans and followers in a very close

knit, engaged audience. A total of 387posts, 12

podcasts and 26 support messages including Libby

Tricket and Quade Cooper, 12 videos all helped to

contribute to a huge potential reach of 165,980.

The primary target audience made up 51% of

all fans with the remaining 49% making up the

secondary target audiences in fairly equal

measures. Impressively, the competition saw

an opt-in rate to further communication from

Elastoplast of 67%.

esops's db i soci mdi cocsassi as d Wkd WiosOicial sponsor of the Commonwealth Games, Elastoplast engages fans and heroes to

share support for the Australian team.

8/2/2019 Elastoplast | Social Media Case Study | TWO SOCIAL

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CASE STUDY: Elastoplast

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