Geelong City Market 

 

━━ Case Study

More Than a Market. It’s a Movement.

Geelong City Market is a holistic produce and creatives market bringing together food, art and community in the heart of Little Malop Street every Saturday. With no existing digital presence or audience, the founders needed to build awareness and excitement from the ground up.

Arthur St was engaged to craft a digital launch strategy from scratch, working across brand positioning & marketing strategy, organic social media content and paid campaigns to establish Geelong City Market as a must-attend weekly event for locals and visitors to the region.

Disciplines

Brand & Content Strategy

Content Creation

Social Media Management

Paid Social Campaigns

Community Management

The Challenge

A Brand-New Brand

Geelong City Market had no existing awareness, no digital footprint, and no visual identity, yet needed to cut through in a saturated events space and attract thousands to a brand-new concept.

Hyperlocal Hype

The campaign needed to resonate deeply with Geelong locals, from long-time residents to weekend wanderers, while also attracting tourism interest from the surrounding regions.

Momentum from Day One

With a tight launch window and multiple markets already scheduled, Arthur St needed to rapidly scale awareness, build credibility, and drive foot traffic without the luxury of a pre-existing email list or audience.

The Solution

Organic Social Media

Focusing on Facebook, Instagram, and TikTok, Arthur St deployed a tailored content strategy to build community awareness and an engaged audience in the lead up to opening weekend. The aim was to introduce a potent brand with clarity about Geelong City Market’s offering, generate local hype and anticipation, attract stallholders and showcase a diverse range of local producers, and ultimately drive strong attendance on opening weekend, continuing to support consistent growth in the long term. This strategy was realised through authentic storytelling using video and on brand digital assets before, during and post opening weekend.

Meta Ads

Strategically targeted ad campaigns across Facebook and Instagram were deployed to support to amplify organic growth, focussing on building awareness for opening weekend, introducing the Geelong City Market brand to the Greater Geelong region.

Google Ads

Targeting relevant search intent, Google Ads campaigns were leveraged to drive qualified website traffic and support deeper engagement from audiences reached through organic channels.

The Result

A brand-new local market and a thriving cultural brand, activating central Geelong in a way that hasn’t been done before. Over the first 3 months, the numbers speak for themselves:

 

  • 578,000 people reached across the Greater Geelong Region and surrounds
  • 1.5 million+ organic social media views.
  • 2.3 million+ ad impressions through paid Meta campaigns
  • Built a following of 6,500+ across Instagram, Facebook, and TikTok which continues to grow.

“The Arthur St team worked their magic on developing our market’s digital presence. From social media to overall strategy, they helped us reach more people, spark real engagement, and turn online buzz into market-day crowds. Fun to work with and seriously good at what they do!”

Kieran Blood & Simon Toohey – Barwon Events