Regional Arts Victoria partnered with Social Season to grow its membership base and reach more creatives across Victoria. With a modest budget and a short campaign window, the focus was on strategy, storytelling, and data.

Over six weeks, we built and managed a Meta campaign that delivered the organisation’s best results yet. By tightening up tracking, refining targeting, and using authentic creative that highlighted real members, the campaign achieved a 62% drop in cost per sign-up and more than 100 new members.

The project not only met its immediate goals but also gave RAV a stronger digital foundation for future campaigns.

Regional Arts Victoria wanted to grow their membership base and reconnect with creatives across the state. Their aim was simple: turn awareness into action and remind people why being part of their network matters.

The tricky part? A modest budget, a short campaign window, and tracking that wasn’t telling the full story. They needed a campaign that would make every dollar work hard and deliver measurable results.

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Our approach started with getting the technical setup right. We audited and cleaned up RAV’s Meta pixel so we could properly track results and see which audiences and creatives were driving conversions.

Next, we mapped out a phased ad strategy that started with broad awareness and narrowed into warm and retargeted audiences as the campaign gained traction. The creative mix included testimonial videos, image-based storytelling, and graphic-led ads that spoke to different motivations within the arts community.

Each week, we monitored performance, adjusted spend, and optimised creative. As the platform learned, costs dropped and conversions increased.

The goal was never just short-term sign-ups, but long-term learnings that could shape every future membership drive.

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We started by getting the foundations right. The Meta pixel and tracking setup were cleaned up so we could see what was really working and where the sign-ups were coming from.

Then we built a campaign that felt human.
Real members. Real stories. A mix of video, photos and graphics designed to feel authentic, not polished.

We tested a range of creatives, from face-to-camera videos to bold text graphics, and watched what the audience responded to. Once we found the winners, we gave the algorithm room to learn and scale.

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The campaign ran for six weeks and became RAV’s best-performing membership drive to date.

Highlights:

• 108 new members joined through the campaign
• Cost per sign-up dropped by 62% (from $42 down to $16)
• Retargeting ads converted three times higher than cold audiences
• Video content outperformed static ads by nearly 50%
• Average cost per result continued to drop week after week as the campaign optimised

The top-performing ad wasn’t glossy or overproduced. It was a simple clip of a member talking about their experience, with his dog happily sitting beside him. Proof that genuine storytelling still cuts through.

The results spoke for themselves, but the ripple effect was just as important. RAV now has clean tracking data, a trained pixel, and a clear understanding of what connects with their audience.

The campaign also helped shift their approach to advertising from testing and guessing to tracking and learning.

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