The Uniting Church content marketing strategy to help Australians live fulfilling lives.
ISSUE
Like many other organised religions, the Uniting Church’s congregation is ageing. They needed to reach out to a younger spiritually-minded audience.
INSIGHT
The modern trends of maintaining ‘fake’ lives on social media leads many of the younger audience to feel isolated and separated from the world.
IDEA
Talk to our potential congregation where they are, online, with short form video content that suits their busy lives. Talk with a realness and rawness, counter to the fakery of the internet to celebrate and forge true human connection.
ACTION
3rdspace created a bold content marketing strategy, enlisting the help of the churches forward thinking pastors, to create an extended series of 90 second sermons that can be viewed anywhere at any time. We helped create a powerful new content platform to house these sermons, which were thought provoking and invited conversation and connection. They were real, direct, had a distinctive style which was not overly branded or “preaching”, with the theme of “Hold that thought”.
CONTENT ASSETS CREATED
– 28 Soul searching video-sermons from the Uniting ministers (to date)
– A powerful Facebook Page that resonates with the audience
ACHIEVEMENT
Average CPV of less than 4 cents
