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The Welly Edit

18 Jul 2017 • 1 Comments

You won’t find folk who are more in love with Wellington than the WREDA team. We’re the first to bring up the fact that Wellington was recently named the most liveable city in the world, we live for the buzz of promoting events like the DHL NZ Lions Series, we’re often cornering out-of-towners to remind them that they’re visiting the coolest little capital in the world, and telling anyone who’ll listen that we have more restaurants and bars per capita than New York City, right in our beautiful backyard.

One thing we occasionally struggle to find the right way to do is sing the praises of all the innovative, world-leading products that are made here in Wellington.

Enter The Welly Edit.

WREDA COSY FB 1200x627 static
Cosy edit

How it worked

We searched all over Wellington to find the best products and experiences based around four themes: cosy, tasty, lively and outdoorsy.

Beautiful handmade mugs from Vessel, tasty artisan goodness from the likes of Fix & Fogg and Six Barrel Soda Co, soothing skin products from Wellington Apothecary and Tailor Skincare, essential winter warmers from Kowtow, highly-sought-after herb gardens from Kokedamarama. As soon as all of the products started arriving for the photo shoot, there was a lot of excitement in the office and we were once again reminded of the talent and innovation happening in our city and region. 

Each week, a new flatlay with a unique theme was revealed on our social media channels, with every delectable item up for grabs. Users nominated the product they most sought, and each comment was one entry. 

As the overall objective of the campaign was to highlight and celebrate products and businesses within the Wellington region, our campaign page featured product details and stockists, helping to generate referrals to the business' websites. 

The results

While the campaign has one more day to go (get in quick to win), some amazing results are already coming in. 

The campaign generated:

  • 720,000 users reached across Facebook and Instagram
  • 17,200 pageviews of the Welly Edit campaign page
    With each user spending an average of 6 minutes perusing the campaign page, that's over 100,000 minutes.
  • 7,568 competition entries 
  • 50 ecstatic winners of Wellington products

What's next?

Due to the success of this initial campaign, a monthly edition of the Welly Edit is looking likely.

If you'd like to be considered for a future edit, get in touch. We always love hearing about artisan products, mouth-watering food and beverage, cool events and handmade goods in Wellington.

If you spotted something in the flatlays that takes your fancy, find all of the product descriptions and stockists of the featured products on the Welly Edit campaign page

We'd love to hear your feedback on the campaign - comment below. 

WREDA OUTDOORSY FB 1200x627 static
Outdoorsy edit

Add your comment

  • Kane Salanoa on 16 Nov 2017

    great imagery!!

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