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A Day in Melbourne

Overview

In 2024, I played a key role in coordinating and launching the “A Day in Melbourne” campaign, a collaborative initiative with renowned brands including Lululemon, Nosh, Hareruya Pantry, and Industry Beans. The campaign centred around a limited summer package to celebrate Melbourne’s vibrant lifestyle.

 

About The Offer

Priced at $50, the package included:

  • 1x VIP early-access pass to the Lululemon Black Friday Sale at their new Emporium flagship store
  • 2x Megaformer class credits at MegaMode
  • 2x small Favourites bowls from Nosh Australia
  • 1x coffee from Industry Beans Little Collins
  • 1x gelato from Hareruya Pantry

 

Role and Responsibilities

As one of the project leads and a content producer, I collaborated closely with Nosh’s representatives, Chloe and Celina, and MegaMode’s co-owner Kylie Archer, to conceptualise, coordinate, and execute the campaign. My key contributions included:

  • Strategic Planning: Helping to determine the package price and offer details in collaboration with key stakeholders.
  • Content Creation: Producing an engaging promotional Instagram reel showcasing the package experience.
  • Partnership Coordination: Liaising with partnering brands and influencers, including Ailene (@melbfoodieee) and Kayli (@eatswithkayli), to maximise the campaign’s reach and appeal.
  • Technical Execution: Designing and managing the purchase system and landing page via Brandbot.

 

Outcomes

The campaign was a huge success.

  • Sales: The first 50 packages sold out within 24 hours, with an additional 30 packs selling out in just two hours.
  • Engagement: Campaign reels garnered 100.5K+ views and reached 65K accounts, significantly boosting brand awareness and audience engagement.
  • Growth: MegaMode recorded a 10% increase in purchases of its New Client Offer, successfully attracting new customers.

 

This campaign demonstrated my ability to drive multi-brand collaboration, produce high-quality marketing content, create social media copies, and deliver measurable results.

  • Campaign

  • Brands
     
     

  • Year

  • Audience

  • Role
     

  • Model

  • A Day in Melbourne

  • MegaMode, lululemon, Nosh, Industry Beans, and Hareruya Pantry

  • Nov 2024

  • Melburnians

  • Marketing Coordinator & Content Producer

  • Carmellina (MegaMode trainer)

Social Media Content Creation & Copywriting

Watch this video on Instagram.


The video followed a Melburnian enjoying a day around the city, seamlessly showcasing the participating brands. Scenes included:

  1. Morning coffee and pastries at Industry Beans.
  2. Activewear shopping at Lululemon’s flagship Emporium store.
  3. Lunching on seasonal poke bowls at Nosh.
  4. A Megaformer workout at MegaMode.
  5. Ending with a handcrafted gelato at Hareruya Pantry.

I planned and executed every aspect of the video, from storyline development and shot composition to on-location filming, post-production editing, and social media copywriting.

To enhance viewer engagement, I incorporated dynamic transitions, trending music, sound and overlay effects, speed ramping, and colour grading. I synchronised clips with the music of my choice, stabilised footages, and applied facial retouching for polished visuals. Every scene was thoughtfully planned, shot, and edited to create a cohesive and compelling narrative.

By leveraging the Instagram collaboration feature, I shared the reel across participating brands’ profile grids, effectively tapping into each other’s audience networks and driving growth in our Instagram following.

Influencer Marketing

We partnered with two highly engaged Melbourne-based food influencers, Ailene (@melbfoodieee) and Kayli (@eatswithkayli), to amplify the campaign’s reach and appeal.

Watch @melbfoodieee’s reel on Instagram.
Watch @eatswithkayli’s reel on Instagram.

Purchase System and Landing Page

I designed and managed the purchase system and landing page via Brandbot. The cover photo of the landing page is designed using Canva.

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