In the fifth year of sponsoring the prestigious Archibald Portrait Award, ANZ engaged Mango to activating their sponsorship through social media.

The ANZ #ArchieSelfie campaign was born out of the connection between the online selfie trend and the age old tradition of portraiture – and we invited people to get their selfies turned into art

PROCESS:

Mango launched the first week of the campaign with surprise and delight portraits for 20 influencers, as we opened the activity up for entries. This helped drive reach and awareness of the competition as well as give people a glimpse of the artists’ work

Real people then also submitted selfies, with 20 each week turned into #ArchieSelfie portraits

The subjects where then sent a printed version of their portrait and tickets to the Archibald Exhibition. The #ArchieSelfie Portraits where also displayed in the Art Gallery of NSW on the ANZ day

IMPACT:

Over the course of the campaign 60 pieces of content which generated waves of positivity and resulted in:

  • 50 Entries on Facebook, Twitter and Instagram
  • 3.7 million impressions
  • 784,229 ANZ Channel reach
  • 28,690 engagements
  • 887 Mentions
  • 189 Retweets
  • 3.66% Engagement Rate