With fingers crossed, Hope1032’s Clare Bruce and Dan Jones submitted their entry for Best Online Content in the CBAA Awards.
As it turned out, says Dan, “The content ended up just exploding around the world, our story got lifted by the BBC, all the murdoch media 25+ publications, daily mail, was pretty cool. Would be keen to hear your thoughts on it, I think it has a great chance of winning the category, which as I understand it is a new category in the CBAA awards this year. The story was also nominated earlier in the year for a CMAA Award.”
Happily, their entry was among the nominations announced last Friday. The winners will be revealed at the 2018 CBAA Community Radio Awards Gala Dinner, held as the closing event of the CBAA’s national conference in November.
Clare and Dan have allowed us to share an edited version of their entry with you. If you are one of the finalists for any of the CBAA Awards, you’re welcome to share them with radioinfo readers too. Just email it to us at [email protected].
‘Fairytale Sydney Harbour Proposal’ by Clare Bruce & Dan Jones
This entry comprises a Hope 103.2 digital news article, How Reddit & Facebook Added Extra Romance to this Fairytale Sydney Harbour Proposal, and related Facebook posts.
This article and Facebook posts sprung from a message Hope103.2 announcer Dan spotted on Reddit Australia one weekend. A photographer wanted help finding the mystery couple in the photo pictured below. About 40,000 Reddit users saw this shout-out in a couple of places (the main one now deleted by moderators, but here is a related crosspost).
Dan recognised a great content opportunity and posted it to Hope103.2’s Facebook page while on air. It was perfect for our audience: engaging, heart-warming, local, had fantastic reach—AND led us to the happy couple. Someone on Facebook tagged the woman who was in the photo, Monica. She was thrilled to discover her romantic proposal moment had been unexpectedly photographed, and responded to us. Dan then linked her up with the photographer via Reddit.
This story was nominated for the Compelling Content Award – Digital Media at the CMAA Awards.
NATIONAL & INTERNATIONAL MEDIA REPURPOSING
The success of this content was harnessed internationally by some of world’s large media outlets. In thefollowing days our web story was picked up and repurposed by mainstream media: Daily Mail, the BBC, the Daily Telegraph, News.com.au, as well as at least 30 of News Limited’s web publications all aroundAustralia; in each case pointing to Hope 103.2.
This reach spans every state and territory in Australia, as well as the UK via the Daily Mail and the BBC. The reach of these publications is impossible for us to measure but would be between millions and tens of millions of impressions.
The original Facebook post reached close to 38,000, and was clicked on nearly 10,000 times – showing a high amount of engagement across at least 25% of the post’s audience.
The discovery of the mystery person was a great moment with the highest engagement on the post itself, which occurred long after most people had already seen the post.
