Re-igniting the curiosity in TEDxMelbourne’s community.
My favourite TEDxMelbourne talk: Ronika Power - ‘Our urgent need to do death differently’
Building a team to share big stories.
The TEDxMelbourne digital experience needed some love.
So I built a team of marketers, producers, designers, and writers to reignite the social and digital presence.
We set out to generate engagement in the TEDxMelbourne community and create thought provoking digital experiences promoting the event.
We did this by:
streamlining content production to kick-start engagement
curating and overseeing digital communications across EDMs, web, social
building a social strategy to sell tickets
and leveraging our incredible speaker's networks through thought leader and influencer strategies.
The content strategies.
Conversation cards
2017: Rebels, Revolutionaries & us.
Inspired by the curation of Rebels, Revolutionary and Us, we fiercely promoted TEDxMelbourne's most ambitious and daring event yet.
We partnered with Melbourne’s own home grown rebels and revolutionaries. Those who bucked the trend (or started new ones).
The output
We produced a video content series built for social with 8 influencers ranging from Melbourne’s first fashion blogger Lady Melbourne, AFL Player and Greens MP Jason Ball, Peter Hitchener from Channel 9 News and others to highlight Melbourne’s own rebels and revolutionaries.
The results
Our content reached 200,000+ people organically on TEDxMelbourne’s owned channels on the day
We built long-lasting partnerships with unique influencers and bonus – they attended the event and amplified the brand to another 805,000 Australians
Social activity drove 18% of the ticket sales for the event
#TEDxMelbourne become the #1 trend in Australia on Twitter for the day
Influencer video series
2018: The Great Unknown
For 2018 we switched it up and ran a more intimate, immersive event - The Great Unknown - exploring where we've been, who we are and what we will become with 400 of Melbourne's boldest thinkers.
The output
We based our content around the questions many dare to ask. Diving into unknowns, the social campaign was thought-provoking and audacious.
Understanding the need for ‘Instagrammable events’, our experience designers put huge emphasis on the physical space giving attendees inspiring material to document, share, tag and snap. And they did.
The results
We created a unique physical event experience which translated to the digital through user-generated content and brand activity. See the highlights.
Social activity amplified the event day generating 1,280 conversations about our own ‘Great Unknowns’ online.
#TEDxMelbourne again, become the #1 trend in Australia on Twitter for the day
The Curator & the Social team tweeting tirelessly.
The realities of working with a social team.
Website design for 2018 event - The Great Unknown
‘Bec has been working with TEDxMelbourne for some time now and has always shown great leadership, resilience, creativity and resourcefulness. She’s an excellent team player and works extremely well with her team to get things done quickly. Bec’s willing to "put in the hard yards” and brings up those around her to deliver great results.’
— Jon Yeo, Director and Curator: TEDxMelbourne
The team
Digital Marketing Lead: Bec Thexton
Art Director: Sasha O’Driscoll
Head of Marketing: Tanya Simpson
Digital Channel Manager: Jason De Luca
Content producer: Alice McGuiness-Destro
Agency: Your Creative