+143%
increase in LinkedIn Post impressions
+484%
increase in LinkedIn clicks
+113%
increase in LinkedIn follower growth
Strategic Storytelling for a Niche Audience: Delivering High Engagement for the ASA’s StoryKeepers Campaign
The Australian Society of Archivists (ASA) marked its 50th anniversary with the StoryKeepers organic social campaign, an initiative designed to celebrate the profession by capturing the voices and experiences of archivists across Australia.
The ASA developed the campaign concept and conducted interviews with members of the archival community, inviting them to reflect on their careers, professional milestones, and the broader importance of archives in documenting society. These interviews were edited into short-form videos by a third-party production partner.
Montreux was engaged to translate this material into a coordinated multi-platform social media campaign, shaping the interview content into a sustained digital presence across LinkedIn, Facebook, Instagram, and YouTube.
The campaign ran using only organic distribution targeted to the GLAMR community and audiences interested in archives and cultural heritage.
8.88%
average engagement rate on LinkedIn
+123%
increase in Facebook views
+362%
increase in Facebook engagement
1200%
increase in Instagram reach
9,300%
increase in Instagram interactions
Montreux’s Approach
Central to success was the development of a content strategy targeted specifically around the campaign. It was developed through the results analysis of an ASA member survey and a deep dive into the organisation’s existing social media activity. This provided insight into how the archives community engaged with ASA and which platforms were most effective for professional storytelling.
From this research, Montreux established the core messaging, narrative themes, and content structure that guided the StoryKeepers campaign. The strategy ensured that each piece of content aligned with the campaign’s goals; to celebrate 50 years of record keeping in Australia, to strengthen member and community engagement, and to expand the ASA’s digital reach.
This framework ensured consistency across the campaign while allowing the StoryKeepers interviews to be adapted into multiple formats across different platforms.
The content strategy also became essential in supporting the campaign’s delivery. Because the edited interview videos were released progressively, there were periods (particularly at the start of the campaign) where new video material was not yet available. The strategic framework enabled Montreux to generate additional content ideas drawn from the community’s interests, allowing the campaign narrative to continue even when video assets were limited.
Montreux also expanded the StoryKeepers visual identity into a broader design style, creating templates and content assets that ensured visual consistency across the campaign.
A content calendar was developed to manage the release of interviews and supporting posts across the anniversary period. Montreux wrote the copy for all campaign posts, adapting interview material into captions, excerpts, and commentary that connected individual stories with broader themes within the archival profession.
Montreux managed the cross-platform scheduling of all campaign content, monitored performance across channels, and produced the final campaign performance report.
Results
The StoryKeepers campaign significantly increased engagement with the ASA’s social media channels during the anniversary period.
Compared with the previous reporting period:
- LinkedIn impressions increased by 143%
- LinkedIn clicks increased by 484%
- LinkedIn follower growth increased by 113%
- LinkedIn average organic engagement 8.88%
Facebook also experienced strong growth:
- Views increased by 123.1%
- Engagement increased by 362.4%
Instagram, which began the campaign with a relatively small audience, saw substantial increases in activity:
- Reach increased by 1,200%
- Interactions increased by 9,300%
- Views increased by 10,200%
YouTube hosted the campaign’s longer-form interview content, generating 239 hours of watch time during the campaign period. Viewers watched an average of over four minutes per viewing session, indicating sustained engagement with the StoryKeepers interviews. Notably, 44.6% of YouTube views were driven by external referrals, demonstrating the effectiveness of the campaign’s cross-platform distribution in directing audiences to the full interviews.
Together, these results demonstrate that the campaign significantly expanded engagement across the ASA’s digital platforms while amplifying the visibility of the StoryKeepers stories.
Impact
The StoryKeepers campaign strengthened the ASA’s digital presence during its 50th anniversary while creating a space for archivists to reflect on their profession and share their experiences. By focusing on personal stories from archivists, the campaign highlighted the human dimension of archival work and reinforced the importance of archives in preserving social memory.
The campaign also demonstrated how a well-structured organic content strategy can generate strong engagement within a specialised professional community. Beyond the anniversary itself, the StoryKeepers interviews and associated content now form a lasting digital record of professional reflection within the archival sector.
Acknowledgements (alphabetical):
The ASA Council
Hannah Hibbert, President, ASA
Samara McIlroy, Councillor, ASA
Chris Moysey-Barker, Engagement and Communications Officer, ASA
Stephen Rollestone, Montreux
Genna Shorter, Video Editor
