When it comes to social media, there’s one truth I see proven time and again: engagement is everything. During the Australian Open, our collaboration with Broadbeach Bowls Club showed just how powerful it can be when you truly connect with your audience — and give them the content they want, when they want it
Over the month of June, our social media activity delivered some record-breaking numbers:
- ✅ 821,000 + total views
- ✅ 120,000+ reach
- ✅ 121,000+ video views
- ✅ 8,400+ content interactions
- ✅ 228% increase in engaged followers for the month
Behind these numbers is a simple but important principle: people want to feel part of something. For bowls fans, the Australian Open is a major moment. By working closely with the club team, our marketing could tap into that excitement, share stories, celebrate the action on and off the greens, and spark real conversation.
This didn’t just happen by accident. It took planning, collaboration, and clear goals from both sides — and a commitment to meet the audience where they are, with the content they love.
Of course, we don’t expect these kinds of figures every month. But they prove what’s possible when your strategy, team and timing align. Big moments deserve big energy — and when you give your community a reason to engage, they will.
Here’s to turning major moments into lasting connections. Well done to the whole team at Broadbeach Bowls for backing the vision, being part of the story and helping create results we can all be proud of.
About the Author
Meet DWS’ Digital Marketing Strategic Partner, Lauren Neilson!
Lauren holds a wealth of knowledge and experience in the marketing and hospitality industry, qualifications in business and integrated marketing communications; as well as established partnerships with leading social media, web development, inbound marketing, and search platforms, like Meta (Facebook and Instagram), LinkedIn, Twitter, HubSpot, Google, WordPress and Microsoft.
From whole of ecosystem digital audits, database management, search engine optimisation, and digital marketing strategy development, through to web development, social media scheduling and digital advertising, Lauren has been strategically advising and managing digital marketing for over 20 years, delivering cutting edge knowledge, high level support and actionable strategies that can take any business to the next level in the digital space.
