Aluminium Can.
Building awareness about aluminium
The Australian Aluminium Council (AAC) approached ww to deliver a campaign that reinforces the aluminium industry’s key position in Australia’s clean energy future. The broad goal of the campaign is to build awareness about aluminium as a critical mineral, the industry being part of the solution for the energy transition, the properties of aluminium and its role in everyday life and the contribution the industry provides to Australia. In short, the overall objective of this campaign was to ‘tell everyone everything about aluminium’.
What can... Aluminium Can.
ww developed the “Aluminium Can.” campaign, featuring targeted messaging such as “Powering the country?” referencing infrastructure, “What can fly?” highlighting aeroplanes, and “What can drive?” pointing to cars. Each message concluded with “Aluminium Can,” cleverly emphasising aluminium’s versatility and everyday relevance, and highlighted through a targeted Aluminium ‘detector’ animation.
Digital and social media marketing
ww executed a digital and social media marketing campaign using a multichannel strategy including YouTube Ads, Google Display Network, LinkedIn, and Meta. By targeting audiences with specific interests and displaying tailored ads relevant to those interests, we effectively addressed everyday objects made from aluminium and its positive attributes. The strategic use of diverse platforms ensured broad reach and engagement, helping to reshape aluminium’s image in the market.
Distinct landing pages
Each ad lead to a distinct landing page, delivering relevant information and ensuring a more meaningful interaction, maximising engagement and conversion rates.
Traditional advertising
Along with the social media campaign, ww also developed a series of static and animated billboards, placed in strategic locations, targeting audiences close to aluminium operational areas, or those responsible for making decisions that impact the future of aluminium in Australia.
Delivering successful results
ww launched Phase 1.0 of this awareness campaign for 6 months, reassessed and optimised the overall marketing strategy, and then extended for another 4 months. During this time, we maximised a modest ad spend budget and were able to achieve:
- Over 10.4 million impressions
- Over 985,000 video views
- Over 52,000 clicks from advertising material on social media through to the Aluminium Can website
- Over 23,000 website visitors
