Federal Budget Campaign

I worked on the digital strategy, interaction design and digital production of the NAB 2012 Federal Budget feature. This included managing the over arching content strategy, SEO, live analytics and real time content creation over multiple channels.

One of the most successful components of this activity was the live content creation. This was done by monitoring popular/trending keywords and then using a team of copywriters to create content on the fly that fit this type of query. These ad-hoc articles were some of the most popular.

This campaign saw over 41,000 page views in the first day, high organic search ranking (the best of Australian banks) and a high page view time