Due to a lack of user knowledge of the platform, there was minimal content from and on small businesses. Thus, these Small Business Challenges and events were created in order to educate small business owners, foster connections and build communities.
These social media assets were part of a push in increasing campaign awareness for the Small Business (SMB) Challenge where SMB owners were encouraged to share a relatable aspect of running a small business.
Optimising each platform's strengths such as motion content for Instagram, stills for Twitter and hashtags and the Stitch function for Tik Tok, these resulted in the following assets. Incorporating User Generated Content (UGC) as well as the distinct branded colours, the main message + Call To Action (CTA) was communicated through minimal text in the visuals.
The following hashtags were then use to track user participation.
At the end of the challenge, there were several hundred eligible entries per hashtag(on average), demonstrating that the barrier to small businesses using the platform was from an absence of short bite-sized informative pieces through social media. Since then, the small business community in Australia has flourished exponentially.