Case study
Barwon Health Foundation Gala Ball social campaign.
Social content planning, rollout and event capture for one of Geelong's biggest fundraising moments.
Helping build the momentum before the room was full.
The Barwon Health Foundation Gala Ball was a major campaign moment for Geelong, created to support the Barwon Women's & Children's Appeal and bring the community behind a big local cause. Within 8 weeks of the campaign starting, all 1,017 tickets had sold.
Brand Tales led the broader marketing strategy and campaign delivery for the Gala Ball. Working alongside Belle, I helped translate that direction into strong social-first content across Instagram, Facebook and LinkedIn. This included reel content and campaign posts designed to help sell the event in the early stages, before shifting into content that built excitement, celebrated what the night represented for Geelong and brought key stakeholders into the story. I also captured content on the night, helping turn the Gala Ball itself into the final chapter of the campaign.
Full campaign outcomes
Emily came on board to support the Barwon Health Foundation Gala Ball campaign with social media content creation, editing and posting. Emily was exceptional at every turn. She took our campaign strategy and translated it into social-first content that felt natural, built real momentum and helped sell out all 1,017 tickets in just eight weeks. Beyond her exceptional talent, Emily is organised, full of amazing ideas and a pure joy to work with. She's the kind of collaborator who makes the whole campaign better, and I'd work with her again in a heartbeat.
The work
Social-first video and campaign content across the full campaign
Most of the work happened before the Gala Ball itself. The content needed to make the purpose clear and build anticipation in a way that felt natural on social.
By the time the Gala Ball arrived, the event capture became the final part of a much longer campaign story. The focus shifted to capturing the atmosphere and the people behind the night, giving the Foundation strong content to continue sharing afterwards.
Campaign content planning
Social-first ideas shaped around the campaign timeline, from selling the event in the early stages to building excitement as the Gala Ball drew closer. The content direction needed to make the purpose clear, highlight what the night represented for Geelong and keep the campaign moving across social.
Reel creation and campaign rollout
Short-form video content, campaign posts and social copy created for Instagram, Facebook and LinkedIn. This included reel concepts, editing, captions and platform-ready content designed to help sell the event early, then shift into stronger storytelling as momentum built.
Stakeholder and event content capture
Interview-style content with key voices involved in the campaign, along with social-first footage captured on the night of the Gala Ball. This gave the Foundation content that could build trust before the event and continue telling the story after the room had cleared.
The outcome
A campaign that turned attention into action.
The full campaign sold all 1,017 tickets within eight weeks. More than $10 million was announced toward the Foundation's $12 million goal, supporting enhanced care for local women, children and families. Social content supported the broader campaign by keeping the purpose visible throughout the lead-up and giving the Foundation timely content before, during and after the Gala Ball.
This is the kind of work I love: content that supports a bigger purpose and helps tell stories that matter to our local community.
Need social content with a clear role to play?
From campaign rollouts to ongoing social support, I can help shape the message and turn it into content that feels clear, relevant and natural online.
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