Issue: Tourism Australia needed to drive traffic to its website and create a place for fans to spread their love of Australia.
Idea: Mango engaged legions of fans through a highly active See Australia Twitter account with hourly Mango updates featuring fun Aussie facts and relevant tourism info. The regular Tweet updates link directly to information on the Tourism Australia website and are designed to drive fans to join the Australia Facebook page. Once there, the Australia Facebook page engages members with weekly polls, photos of the week and forums for members to ask each other questions.
Impact: Within the first month, Mango gained nearly 3000 organic followers to See Australia’s Twitter page, with Facebook fans sitting at almost 260,000. Each URL Tweet achieved from 50-100 click throughs and there was an average RT per post of 3. Additionally, approximately 500 new Facebook members signed up daily.