This is the story of a small social media brief that grew into a project to deliver a lasting cultural impact for New Zealand.
Learning how little accurate information about Matariki is publicly available, Spark set out on a mission to enrich the country’s communal knowledge and experience of the festivals.
0800MATARIKI is a cultural audio experience that connects New Zealanders to the stories of Matariki. Using traditional oral Māori storytelling methods, Spark created nine stories, one for each star in the Matariki constellation, designed to be listened in both te reo Māori and English, in any order.
Mobile as an interactive device not only built a naturally strong attribution back to Spark, but it was integral to democratising the access of these stories.
Social was a huge reach driver for this campaign, with a unique reach of 1.6m over the 10 days in market. The campaign also delivered $43,000 worth of earned media - two thirds of the original media spend.
The content resonated with schools, communities, kindergartens, community centres, educational facilities, rugby clubs and educational programs around the country, with verbatim attribution being generated back to Spark.
New Zealanders engaged with Spark’s 2019 Matariki Campaign 678% longer than in the previous year, with people spending on average 13 minutes with the content – far surpassing any benchmark on the original social media brief.
During the 10 days of the Matariki festival the country collectively racked up over 73 days of audio immersion, with 31% of this being listened in Te Reo (a brilliant achievement considering only 3% of the nation identify as fluent Te Reo Māori speakers).
What started as a single week of social activity turned into an enduring educational platform used by New Zealanders. Most importantly, Spark were able to contribute to the wider collective knowledge of Matariki and leave a valuable legacy.