TLA Worldwide Credentials TLA Global Creds & Case Studies_May2019_PRINT | Page 36

NAB – MINI LEGENDS
Concept Strategy
TLA managed the publicity around NAB’s Mini
Legends Draft campaign, a development on the
2016 NAB Mini Legends concept which was a key
part of NAB’s AFL partnership. TLA was tasked with
securing media coverage across two key phases of
the campaign, firstly the launch of the competition
mechanic whereby children were called on to submit
videos emulating their AFL hero and secondly the
announcement of the competition winners and 2017
NAB Mini Legends TVC. TLA devised a strategy that focused on two hero media
opportunities that were complimented by smaller
scale targeted pushes to secure coverage across print,
television, online and social media. TLA focused on
working closely with high profile talent and key media to
achieve maximum exposure and strong NAB messaging.
The End Result
The media outcomes secured as a result of the strategic PR
approach were extensive and of a high quality.
During the campaign the following coverage was secured:
• AFL talent social media posts recorded an average of 14.8%
engagement (the industry benchmark for commercial posts is
between 3% - 4%)
• 100% positive sentiment across all pieces of
media coverage secured
KEY RESULTS
2 6 4 17.6m 2.8m 27.2m
Herald Sun
front pages print stories in total,
across 3 different
states (VIC, SA & WA) TV stories, all with a
direct mention of
“NAB Mini Legends” reach FROM 11
ONLINE STORIES reach FROM 28
SOCIAL MEDIA POSTS total PR
campaign reach