In partnership with Elixir Digital and Dtail Noisemakers, we were given the opportunity to run a digital strategy for Jessica Watson. The following video showcases the success we had. Below is the video transcript.[responsive_vid]
The Jessica Watson website is home to a vibrant and active community of supporters who share an admiration for a true Australian Icon.
Jessica left Australia on Sunday October 18th 2009 to embark on her attempt to become the youngest person to sail solo, unassisted and non-stop around the world. Over 63,000 people visited the website the night she left, spending on average, over 4 and a half minutes each on the site exploring Jessica's world.
By early January, Jessica had been at sea for almost three months and had captured the hearts of hundreds of thousands of people all over the world. Her website was receiving almost 28,000 visits a day and had attracted a staggering 671,000 unique visitors.
The community kept building.
At this point Jessica's blog was brought across from her Blogspot account and integrated into her website. Our social media team was also deployed to manage Facebook, Twitter, Youtube and Flickr. This proved a huge success. Her fans were talking about the fact that Prime Minister Kevin Rudd was remarking on Jessica's journey and the comment count on her blog was going through the roof.
Milestones of Jessica's journey such as New Years Eve, Rounding Cape Horn and the Cape of Good Hope saw peaks in traffic to Jessica's site and the social media team were monitoring the conversation online to assist in making decisions about what kind of content the fans wanted and what type of merchandise was in demand. As a direct result of this online monitoring, a small selection of products was put on sale to help raise money for Jessica as she made her way home.
By late April, Jessica's social media network was driving substantial traffic to the site.
When Jessica arrived home on Saturday May 15, more than 70,000 people crowded Sydney Harbour to welcome her home. Her website received over 225,000 visits from 182,000 unique visitors. Jessica's facebook fans grew to over 27,000 and more than 4,500 people follow her everyday on Twitter.
The news section of the website gives fans and the media a central portal for official press releases and is often referenced in mainstream media.
The video channel allows users to share the fantastic sights from Jessica's voyage and has helped increase the average time spent on the site.
Lead capture forms are built into the website to capture email addresses and an integrated customer database allows for direct email marketing to a massive captive audience. Her database currently holds over 157,000 active members and over 26,000 email addresses have subscribed to the official Jessica Watson mailing list.
A robust e-Commerce engine is in place capable of selling an unlimited amount of products all over the world.
A user friendly content management system allows administrators to change content on the site within minutes.
The Jessica Watson website was created with Adobe Technology and is supported by Adobe Technicians. It's a direct link to Jessica's fan base and a fantastic way to share the story of this truly inspirational Australian Icon.
Or as Jessica puts it, an ordinary girl who believed in her dream.