Case Study: Te Puni Kōkiri boosts Māori Covid-19 engagement with Squid Group’s social media campaign

Te Puni Kōkiri drives 1.14 million Facebook video plays with Squid Group

The customer, Te Puni Kōkiri (Ministry for Māori Development), faced the challenge of effectively disseminating critical COVID-19 safety information to Māori communities while navigating the complexities of promoting a debated topic on social media. They engaged the vendor, Squid Group, to provide digital marketing services focused on social media advertising to drive engagement and website traffic while limiting negative commentary.

Squid Group implemented a multi-platform advertising campaign on TikTok, Facebook, and YouTube, which featured a series of videos with well-known artists to promote the Karawhiua website. The results were significant, including over 39,000 website clicks from TikTok, 1.14 million video plays on Facebook, and 167,000 video views on YouTube, successfully boosting overall engagement and web traffic for the campaign.

Te Puni Kōkiri (Ministry for Māori Development)