Credentials & Results

Challenge

Launch Cookie Monster Café - Melbourne in Australia with immediate awareness and foot traffic during peak trading, without owned social channels or paid media.

Approach

A partnership-led launch combining PR, influencer amplification and shopping centre channels across Melbourne Central and Highpoint, designed to flood social feeds and cultural conversation.

Results

● $155k earned media value

● 5.6M+ estimated reach

● 6.1M+ impressions

● 47 reportable placements

● $0 paid media investment

Impact

Positioned Cookie Monster Café - Melbourne as a must-visit destination and delivered a strong proof point for the pull power of the Sesame Street brand in future leasing and expansion discussions.

Senior-led full-service marketing partnership. Strategy, SEO, paid search, social channel management, content and design. Engagement commenced 2026.

•       10% uplift in sales, 30% increase in traffic, 60-point NPS improvement

•       New website won Best Website - Small Business at the 2024 Australian Web Awards; 87% increase in monthly traffic, 300% uplift in dwell time

•       Combined social reach of 9.9 million users across Facebook, Instagram and TikTok - up 274% on the prior period - while halving retainer costs and doubling media efficiency

•       Launched new retail and dining destinations, destination exhibitions and major precinct narratives including the return of the Melbourne Star

•       Over $500 million in new and renewed store launches managed across five years, three states and both metro and regional programs

•       Raised over $1M in community fundraising in FY18, growing to $2M+ in FY19

•       Designed and implemented a new national store launch format and localised campaign calendar, adopted across the network

•       Rolled out a cost-saving local marketing strategy using Facebook and agency partnerships, reducing retainers by 25%

•       Increased team engagement from 72% to 78% in 12 months

•       Led a team of seven across brand, campaign and creative in Australia, New Zealand and Canada

•       Streamlined agency model, delivering $1M+ in media efficiencies

•       Developed new campaign processes and agency brief structures to improve cross-market alignment

•       Built and led a new marketing team

•       Developed a brand-first content and campaign strategy that increased engagement and repeat purchase

•       Launched a targeted customer acquisition campaign delivering 20% new customer growth at the 2023 Warehouse Sale

•       Developed a high-impact microsite achieving +374% views year on year

•       Reduced campaign costs by 33.3% and printing costs by 40% through agency renegotiation

•       Planned and executed campaigns, events and partnerships across Westfield Innaloo, Westfield Garden City and Westfield Chermside

•       Delivered award-winning activations including Food Van Jam (2014 & 2015 Alpha Crucis Best Practice Awards), InnaLUAU and multiple Best Practice collaborations

•       2015 Queensland Retail Property Awards - Excellence in Marketing for Food Van Jam

•       2024 Australian Web Awards - Winner Best Website, Small Business

•       2024 Australian Web Awards - Honourable Mention, Travel & Tourism

•       2018 Shopping Centre Council of Australia Brand and Partnerships Award

•       2015 Queensland Retail Property Awards - Excellence in Marketing (Major Regional Centres)

•       Multiple Alpha Crucis Best Practice Awards - Event/Activation and Collaboration (2014–2016)

•       2011 Groundling Award - Best Use of Social Media