#StampOffDuty




Once there was time when getting married, buying a house with a white picket fence and starting a family were all part of life’s stages, nowadays the reality is bleaker. Getting married and having family are relatively easy but purchasing a property for Sydney-siders is slipping further from their reach. In 2017 house prices are forecast by analyst SQM Research's Louis Christopher to grow by 18% and whilst the talk of the property bubble bursting and interest rates rising, for prospective purchasers there is not much light at the end of the tunnel. To compound the pain of property prices, the NSW Government levies further hurt by slugging purchasers stamp duty on average 4% stamp duty.. Whilst this “parasitic tax” has been extremely successful at filling the State government coffers by $7b in 2015 according to the Sydney Morning Herald. In the past 18 months the issues of stamp duty and property affordability have now become a hot political topic.

The #stampoffduty campaign was designed to highlight the growing issue of stamp duty levies in Australia, specifically Sydney. To engage and retain our audience we utilised social media and digital content to convey our message. In order for the #stampoffduty  to be successful we felt that we needed to convey quite a serious political and social issue across several digital platforms utilising mainstream social media channels. From our research into effective methods to engage audiences we needed to provide great content which was easy to read with photos and/or video. Inclusion of a contest and responding to social media posts, and some humour were also essential to ensure success (Jessica Rogers, 2013).
 

The core of the campaign is the Comedy Channel's Open Slather skit which we added content to produce the YouTube campaign. Whilst this parody is a "tongue in cheek" portrayal of purchasers in the Australian market it does identity the key players. We then blended informative content within the video. In addition to this we also included a Quiz within Facebook that catered as an interactive experience. The YouTube video has received 31 views and the Quiz has been completed 10 times.



Our group was split between technologically savvy, social media and non-technical users whichprovided some good insight into how others use and interact with a campaign such as #stampoffduty.


In conclusion, whilst we started the campaign earlier in the week it is apparent that for a campaign of this type to gain traction and go viral, timing is of the essence. In hindsight we should have linked our Instagram awareness project with a celebrity account that would allow us greater exposure in the timeframe afforded and possibly proceeded with a Facebook page as originally planned. Our campaign brings awareness and interest to this issue with entertaining methods and we will continue to monitor campaign in days to come.



Jessica Rogers. (2013). Maximize Social Business. Retrieved 11 May, 2017, from https://maximizesocialbusiness.com/engage-your-audience-social-media-today-8240/

Sean Nicholls. (2015). The Sydney Morning Herald. Retrieved 11 May, 2017, from http://www.smh.com.au/nsw/nsw-state-budget-2015-7b-in-stamp-duty-drives-record-surplus-20150622-ghua76.html

Smartcompany.com.au. (2016). SmartCompany. Retrieved 11 May, 2017, from http://www.smartcompany.com.au/industries/property/really-double-digit

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