Rous Council
Brand Awareness Campaign
The brief
Rous communicates regularly about what they do, but the community doesn’t always understand the how and why. Timed with a new logo and website, the goal was to run a brand awareness campaign that told a deeper story, building trust and relevance across the Northern Rivers.
Our response
We delivered an integrated campaign across BVOD/TV (15s and 30s), local press, and Meta paid social—structured around four message pillars: overarching brand, weeds, rural flood mitigation and water. Creative was adapted by channel to maximise reach and completion rates while driving traffic to dedicated landing pages.
The fruits
BVOD/TV: The campaign achieved strong visibility with excellent viewer retention, particularly among the 50–54 age group, generating up to 74,000 impressions.
Press: Multiple insertions across trusted local publications helped strengthen familiarity and reinforce the brand’s credibility.
Meta Paid Social (highlights): The campaign generated a total of over 900 link clicks
- Hero/General: Delivered steady engagement in line with industry benchmarks.
- Weeds: Generated strong interaction and interest across the community.
- Flood: Emerged as the standout performer, driving the highest engagement.
- Water: Consistently attracted clicks and quality traffic to the website.
Print Ads
The campaign successfully strengthened community awareness and trust in Rous, delivering high engagement across TV, press, and social while reinforcing the brand’s relevance and connection in the Northern Rivers community.
Rous Council
Weed Biosecurity Awareness Campaign
The brief
As part of the 2024/25 Weed Action Plan, Rous needed to lift awareness of priority weeds (Parthenium, Frogbit, Tropical Soda Apple, Limnocharis), improve reporting access, and strengthen its digital presence—while aligning to the broader brand work.
Our response
We built a multi-channel campaign spanning BVOD/TV, press with QR codes, out-of-home (oOh!media) across key Northern Rivers centres, Google Display, YouTube bumpers, and Meta. Creative mixed an overarching message with weed-specific executions, all driving to “Report a Weed” and targeted landing pages.
The fruits
BVOD/TV: The campaign achieved strong visibility with excellent viewer retention, particularly among the 50–54 age group, generating up to 74,000 impressions.
Press: Multiple insertions across trusted local publications helped strengthen familiarity and reinforce the brand’s credibility.
Meta Paid Social (highlights): The campaign generated a total of over 900 link clicks
- Hero/General: Delivered steady engagement in line with industry benchmarks.
- Weeds: Generated strong interaction and interest across the community.
- Flood: Emerged as the standout performer, driving the highest engagement.
- Water: Consistently attracted clicks and quality traffic to the website.
15 Sec Ads
Flood Mitigation
Water management
Weed Biodiversity
Print Ads
Google Ads
The campaign successfully raised awareness of priority weeds across the Northern Rivers, delivering a strong reach, engagement, and cost-efficient results that drove meaningful community interaction