The organization
Real Estate Institute of Australia
Meet the Real Estate Institute of Australia (REIA), a professional association that looks out for the interests of Australian realtors, homeowners, and landlords. Since 1924, the REIA has represented the real estate sector on a big variety of issues.
For the public, the REIA becomes most visible during federal elections when they launch awareness campaigns to keep voters informed of real estate issues.
“Biteable is simple to use, but still allows me to craft my message in an infinite number of ways.”
- Stewart Bunn, Campaign mastermind
The goal
Inform voters and influence conversation
At the outset of the 2019 federal government election, the opposition party announced plans to scrap a tax rebate popular with property investors. The REIA believed that this change would have a big negative impact on the Australian economy.
They needed to get the word out and help stop the opposition from coming to power.
This wasn’t going to be easy. Not only was the opposition predicted to win the election by a large margin, but the REIA had less to spend than at the last federal election.
During the 2016 election, the REIA had launched a social media campaign to inform voters about a similar issue. Using image-based Facebook ads they reached 1 million Australians.
This time around they wanted to reach at least 10 million Australians – 900% more than last time — but with a 183% smaller budget. That’s a pretty big ask.
The solution
Videos made with Biteable
Stewart Bunn of First National Real Estate was given the task of creating and running the campaign. As a long-time marketer, Stewart knew that he’d need to use video to reduce the cost of his Facebook ads and get maximum reach.
He also knew he’d need to work quickly because the election was looming and he had to make 22 30-second Facebook videos in his limited personal time.
Stewart researched his options and chose Biteable for three reasons.
- In-built footage library. A huge range of clips to choose from.
- Powerful storytelling. The ability to present complex ideas simply.
- Easy and fast to use. No weekends or evenings wasted.
The result
10 million voters reached
With less budget than their last campaign, Stewart couldn’t be sure what they’d achieve. But, as the campaign ran, his confidence grew.
Not only did every video score a reach of more than 300,000 people, but the total campaign reached their target of 10 million people plus. That’s 9 million more than last time, with dramatically less spent on ads.
“Biteable’s stock library and footage marketplace allowed us to find the perfect clips for our audience.”
But did these ads have any effect? Stewart and the REIA think so. As the election progressed, the proposed tax change grew from a non-issue to a deciding factor in the election outcome.
The opposition party, which had been predicted to win the election, suffered a dramatic defeat. Stewart and the REIA credit this in a big part to their far-reaching video campaign.
Create videos that drive action
Activate your audience with impactful, on-brand videos. Create them simply and collaboratively with Biteable.
Communication tips
Stewart’s tips for video success
- Be relatable. Select stock footage that your target audience can easily relate to. Go for scenes and people that match your audience.
- Keep it simple. Focus on the core of your message and talk only about that. Anything more and you’ll lose your viewers.
Engage your audience like the REIA
Need to make a lot of engaging videos in a short amount of time? Get started in a jiff with one of these marketing-friendly templates.
