Both Claire and I have worked collectively over the last three years to highlight the African community in Australia. We have worked with a range of African organisations including the African Music and Cultural Festival (AMCFOZ), Africa Day Australia (ADA) and the Incubate Foundation.
There has been notable cases of vilification of the African community by the media. As with any community, there will always be some bad eggs which can taint the good. Orange Monkey Media has been working very closely with a range of African organisations across Victoria to highlight the great African culture, vibrance and values of diversity and harmony.
Specifically, we would like to highlight our work with the African Music and Cultural Festival which occurs in Federation square annually in December. The festival objectives were to contribute to:
community cohesiveness and breakdown barriers to social and cultural understanding of the relatively new and emerging African communities. Create opportunities for this emerging community to better connect and engage with each other and the wider community.
Using a variety of tailored media communications, Orange Money Media supports the overall objectives of the festival which are to Build awareness of the festival via social media, broadcast and print media. Engage the audience with an up beat educational tone of voice. Reach a broader audience by improving cross community connections. Build a stronger following (page likes) that matches the target audience. Promote the hash tag #AMCFOZ with a view to increasing crowd attendance. Campaign for #AMCFOZ to trend on the festival day. Enhance AMCF brand reputation through consistent and professional content.
The African Music and Cultural Festival is advertised across 4 social media channels; Facebook, Instagram, snapchat and Twitter. A three month campaign leads up to the festival with regular advertising, posting of information across all four channels. With Live coverage throughout the Festival on the day.
We have also organised radio advertising and print collateral, including PR to large media agencies.
We have felt little resistance to this project, on the whole everyone is keen to support this great festival. Victoria Police, the Victorian Multicultural Commission, Politicians, North Melbourne Football Club and Commonwealth Bank are all key sponsors at this great multicultural event.
As the festival grows as does the scope of work. We are expecting to attract 40,000 visitors to Federation Square this December. With a larger than expected participation of great African Australian artists showcasing their talent. We are expecting to have a team of 5 people work during the festival this year to ensure we showcase all that the festival has to offer.
Fred Tayo - President of the Nigerian Society of Victoria
Fred heads up the Nigerian community in Victoria, organising many cultural events and gatherings, and generally supports the Nigerian community within Victoria. 0457 933 095
Steve Rameste - Chairman Africa Day Australia
Steve organises a month celebration in May to commerate Africa Day which is celebrated worldwide. Orange Monkey Media has recently been engaged to support these events with significant success. 0437 995 458
We have been achieving year on year growth. We have grown the following on Facebook to 2,752, Twitter 158, Instagram 239 and snapchat's geofilter was implimented for the first time last year with amazing success. Impressions from adverts can gain a significantly higher reach.
The event post is created 3 months prior to the festival day and re-shared and boosted 1 week prior to the go live date. Below are the Facebook statistics on attendance via people who indicated they were going, interested and those who were invited by friends. This provides an indication on the number of people who are becoming aware of the festival and represents the year on year growth.
2014 inaugural event: 785 interested Fed Square Count 12K
2015 event: 3.9k interested Fed Square Count 32K
2016 event: 6.8k interested Fed Square Count 36k
Saturday 10th December 2016 - The day of the festival During the week leading up to the festival and inclusive of the festival day, posts collectively reached over 58,000 people! With Facebook introducing Live videos we captalised on this new feature with an opening interview with Raz Jacknow and Ryzmo which attracted over “6000” views.