In 2022, Australia’s tourism industry faced unprecedented challenges as global tourism looked to recover from more than $4 trillion in losses.

As part of a massive integrated campaign, we needed to create best-in-class, fit-for-platform social content to entice the world to ‘Come and Say G’day’.

Australians are famous for making friends wherever they go. And on social, being friendly stands out from the crowd. So we issued the world’s biggest invitation directly from Ruby the Roo.

Most amazingly, her interactions with Ryan Reynolds led to him becoming Australia’s number one fan on Twitter. That’s THE Ryan Reynolds, king of the internet, master of subversive advertising and now @Australia’s top follower.

By taking over @Australia’s social media channels for 5 days, inviting the internet to Come and Say G’Day, we:

• Created 9.5 million impressions in 5 days with 96 tweets & replies, 39 posts across Instagram, TikTok and Facebook, and 35 community management comments on targeted accounts – which translates to an organic value of $38M
• Created $14M translated organic value from one post – 20k fans liked and 5k retweeted our BTS post earning 3.5M impressions
• All with absolutely ZERO media spend