Healesville Traders Inc.
Campaign strategy + Event planning
The promotional strategy developed for Nocturne encompassed digital content, paid advertising and community engagement to support Healesville’s first winter activation event.
Activity included planning and delivering organic and paid content across Facebook and Instagram, writing copy, designing graphics, coordinating Meta ad campaigns and monitoring online engagement, as well as website updates (Squarespace) and member communications via Mailchimp.
Event planning also covered concept development, stakeholder liaison, trader engagement, logistics support in the lead-up to and during the event.
Campaign overview + results
Nocturne was developed and delivered as a bespoke winter activation concept for Healesville, designed to drive awareness, community engagement and local attendance. The campaign combined organic trader promotion with paid ad strategy across Facebook and Instagram, leveraging visuals, event reminders and local collaborations to maximise reach and engagement in the lead-up to the event
Campaign scope included:
• Strategic planning across digital and physical touchpoints
• Organic content delivery across Facebook and Instagram
• Paid Meta ad campaign setup, monitoring and optimisation
• Copywriting, content creation and design for social and print
• Community engagement through trader liaison and local partnerships
Event support included:
• Development of the event concept, theme and branding
• Stakeholder engagement and communications
• On-the-day support for traders
The six-week campaign achieved strong reach and engagement, particularly on Facebook, where paid activity delivered the highest performance and interaction rates. Instagram supported organic traction through consistent story content and high-performing static posts.
Content mix (paid + organic)
Paid ads: 12 artwork versions (image + video)
Organic posts: 10 reels, 7 posts (static + video)
Follower growth
Facebook: +70
Instagram: +149
Total: +219 (+193%)
Reach
Facebook: 52,666 (21,669 organic + 30,997 paid)
Instagram: 16,916 (10,589 organic + 6,327 paid)
Total: 69,582 (+231%)
Profile visits
Instagram: 796
Facebook profile visits: 618
Total: 1,414 (+124%)
Engagement + interactions
Facebook + Instagram (paid): 22,076
Facebook + Instagram (organic): 1,952
Total: 24,028 (+113%)
Views + impressions
Facebook: 156,944 (107,158 organic + 49,786 paid impressions)
Instagram: 67,745 (59,253 organic + 8,492 paid impressions)
Total: 224,689 (+305%)
CTR (paid)
Facebook: 5.39%
Instagram: 0.93%
Average: 4.7%