Kia ora Nic

Thank you for your request.

This email acknowledges receipt of your request for a breakdown of what was paid in the development of your Thankful For Art Campaign, specifically what went to campaign development/launch/hosting versus payment to the artists involved.

The Official Information Act provides for a response to be made within 20 working days, i.e. by 3 December 2020.

Ngā mihi
Pip
DDI: +64 4 4980737 | Ext: 737 [mobile number]
Working hours: 9.30 am to 2.30 pm Monday to Thursday

-----Original Message-----
From: Nic Lane <[FYI request #14085 email]>
Sent: Thursday, 5 November 2020 12:26 PM
To: Info (Web Page Address) <[email address]>
Subject: Official Information request - #ThankfulForArt Campaign

Dear Arts Council of New Zealand Toi Aotearoa,

Can you please supply a breakdown of what was paid in the development of your Thankful For Art Campaign, specifically interested in what went to campaign development/launch/hosting versus payment to the artists involved?

Also are you able to give stats on how many 'shares' of artworks you managed to solicit via the #TFA tag.

Yours faithfully,

Nic Lane

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Kia ora Nic

 

Thank you for your request regarding our Thankful for Art campaign. Our
response to your two questions is below.

 

1.       Can you please supply a breakdown of what was paid in the
development of your Thankful for Art Campaign, specifically interested in
what went to campaign development/launch/hosting versus payment to the
artists involved?

 

A breakdown is provided below. There were no launch or hosting costs as
the campaign was designed and delivered during the Covid-19 lockdown.

 

+------------------------------------------------------------------------+
|Thankful for Art campaign costs                                |
|------------------------------------------------------------------------|
|Campaign concept, development & design          |$26,700 |
|--------------------------------------------------------+---------------|
|Campaign production       |$25,900 |
| | |
|Website, hero video, design roll out, 30 x daily social | |
|posts (including editing and support of 15 x artist | |
|commissions), media liaison. | |
|--------------------------------------------------------+---------------|
|Campaign production       |$13,500 |
| | |
|Total fees for artist commissions and video appearances.| |
|--------------------------------------------------------+---------------|
|Translation                          |$10,080 |
| | |
|Website and all social copy translated into Te Reo Māori| |
|--------------------------------------------------------+---------------|
|Distribution (social media, online)            |$45,655 |
|--------------------------------------------------------+---------------|
|Total cost            |$121,835 ex GST|
+------------------------------------------------------------------------+

 

               

2.       The stats on how many 'shares' of artworks you managed to solicit
via the #TFA tag.

 

Creative New Zealand’s COVID-19 response advocacy awareness campaign
‘Thankful for Art’ (#TFA) sought to communicate the value of the arts to
the public and the sector.

 

#TFA was designed to use social media to build awareness and to reach as
many people as possible. The secondary aim was to invite people to
actively engage with the arts in a variety of ways at home.

 

+------------------------------------------------------------------------+
|Key: |
| |
|Impressions: the number of times the content is displayed |
| |
|Reach: the total number of people who see the content |
| |
|ThruPlay: Facebook term for when a video is played for at least 15 |
|seconds |
+------------------------------------------------------------------------+

 

While a total figure of people who engaged with the campaign is difficult
to note with 100% certainty, as different platforms measure performance
slightly differently, (some only offer impressions rather than ‘reach’ and
Instagram doesn't allow access to reach/impressions data after 7 days)
these are the results available:

 

During the month of the campaign (17 April – 15 May 2020):

•        Facebook: 5.1 million impressions

•        Facebook: 1.2 million reach 

•        Twitter: 553,100 impressions 

•        Impressions for #TFA campaign video alone

o   984,559 YouTube

o   454,267 Twitter

 

#TFA

•        #TFA was used approximately 3000 times throughout the duration of
the campaign.

•        #TFA is not a unique hashtag which makes it more difficult to
easily identify our campaign posts and hard to measure.

 

Campaign video

•        Optimised for ThruPlay views (awareness raising) rather than
engagement (which was achieved via social shares, prompts and artist
commissions).

•        1.2 million Facebook ThruPlays.

 

Public prompts and sector shares

•        Designed to drive deeper engagement, prompting people to share or
do something, and use the #TFA hashtag.

 

Public Prompts for #TFA campaign

Post name Shares Likes/ Reactions Comments
Makerita Urale post 19/04/20 43 697 255
Waiata post 03/05/20 192 1,146 64
Book pile post 22/04/20 26 266 92
Document your day post 26/04/20 17 189 188
Public Art Hunt post 08/05/20 53 386 16
Bubble Band post 02/05/20 16 32 8

 

You can find more information on the campaign on the [1]Thankful for Art
website and in our [2]Statement of Performance Expectations 2020/21.

 

You have the right to seek an investigation and review by the Ombudsman of
this response. Information about how to make a complaint is available at
[3]www.ombudsman.parliament.nz or freephone 0800 802 602.

 

If you have any questions related to this response, please contact me on
Pip.O'[email address].

 

 

Ngā mihi

Pip O’Flaherty

Senior Adviser Organisational Performance

Kaiārahi Matua Whakatakoto Mahere, Pūrongo

Working hours: 9.30 am to 2.30 pm Monday to Thursday

 

E: [4]pip.o’[email address] | W: [5]creativenz.govt.nz

Level 2, 2-12 Allen Street, Te Aro, Wellington 6011

PO Box 3806, Wellington 6140

 

[6]cid:image001.png@01D5D1DD.EBC3E840

 

References

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1. https://www.thankfulforart.co.nz/
2. https://www.creativenz.govt.nz/about-cre...
3. http://www.ombudsman.parliament.nz/
4. mailto:[email address]
5. http://www.creativenz.govt.nz/