Live Nation: Digital & Social Media Manager
My role at Live Nation Australasia (LNA) was to develop and implement LNA’s social media strategy, increase the LNA member database, drive traffic to www.livenation.com.au and create unique and engaging digital media strategies on a tour-by-tour basis.
I maintained all online properties for LNA (including social media platforms, newsletters and websites) including the project management – taking the venture from inception to completion – of the official Movement Festival website. In addition to this I created unique and exclusive tour-related content, including teaser trailers (which garnered global press), photos and promotions.
During my time at LNA, I created and executed digital marketing, content and social media strategies for over 30 tours, including those for P!nk, Rihanna, Black Sabbath, Bruno Mars, Nicki Minaj and Carole King.
My achievements at LNA flowed quickly, exceeding each of my Key Performance Indicators for 2012 in just six weeks. Exponential growth was recorded against each social media platform I was responsible for, including:
- An increase in Twitter followers of 215%.
- An increase in Facebook likes of 273%.
- The LNA database attracted a 796% increase in customer registrations in just 10 months.
P!nk’s The Truth About Love Tour:
A key highlight during my time at LNA was working across P!nk’s record breaking The Truth About Love Tour. I leveraged her extreme popularity in Australia to drive digital growth for the company, resulting in:
- Over 100,000 customer registrations.
- 200,000+ UBs to livenation.com.au within 24 hours of her tour pre-sale beginning.
- 46 sold out shows, including a record 18 in Melbourne, and over 600,000 tickets sold across Australia.
Black Sabbath return to Australia:
News that Black Sabbath were making a return to the stage was always going to be huge news. With Australia the first cab off the rank for the reformation tour, there were no current assets or pieces of content available to utilise to tease the tour announcement. Using a classic Sabbath tour DVD, I created this 7 second teaser which generated global headlines, signalling that Sabbath were back in a big way.