Case Study: News Corp Australia achieves nationwide engagement growth and reduced moderation costs with Adobe Experience Manager Livefyre (Adobe)

News Corp Australia brings communities together with Livefyre, part of Adobe Experience Manager

News Corp Australia, the country's largest media company, wanted to drive digital engagement for its metro newspapers by expanding its successful #SnapSydney photo campaign nationwide. The initiative faced a major operational challenge: moderating thousands of open social submissions to prevent spam and inappropriate content, a process that was effective but time-consuming and hard to scale.

By adopting Adobe Experience Manager Livefyre (part of Adobe Experience Cloud), News Corp automated filters and workflows for single-screen moderation, automatic posting to city-specific sites and billboards, and sponsor banner deployment. The campaign scaled 400% without a proportional headcount increase, produced 35,000+ photos reaching 24.5 million people, increased on-site engagement and advertising reach, reduced operating costs, and extended the brand across physical and digital communities.

News Corp Australia

Brad Forster

Head of SEO