[{"data":1,"prerenderedAt":115},["Reactive",2],{"/wp-json/sonar/v1/case-studies/scaling-awareness-audience-growth-through-event-led-digital-strategy":3},{"ID":4,"title":5,"slug":6,"status":7,"seo":8,"acf":14,"blocks":70},2115,"Scaling Awareness & Audience Growth Through Event-Led Digital Strategy","scaling-awareness-audience-growth-through-event-led-digital-strategy/","publish",{"title":9,"description":10,"ogUrl":11,"ogTitle":11,"ogDescription":11,"ogImage":11,"ogType":11,"ogLocale":11,"twitterCard":12,"twitterTitle":13,"twitterDescription":13,"twitterImage":13},"Scaling Awareness & Audience Growth Through Event-Led Digital Strategy - Sonar Group","Simonds Homes partnered with Sonar during the 2026 Australian Tennis Open to strengthen consideration among first home buyers.",null,"summary_large_image","",{"client_logo":15,"tile_image":16,"archive_image":15,"banner":44,"description":69,"stats":15},false,{"ID":17,"id":17,"title":18,"filename":19,"filesize":20,"url":21,"link":22,"alt":13,"author":23,"description":13,"caption":13,"name":24,"status":25,"uploaded_to":4,"date":26,"modified":26,"menu_order":27,"mime_type":28,"type":29,"subtype":30,"icon":31,"width":32,"height":32,"sizes":33},2142,"Paid---Consideration-V1-1_1_tile","Paid-Consideration-V1-1_1_tile.png",111605,"https://sonargroup.com.au/app/uploads/2026/04/Paid-Consideration-V1-1_1_tile.png","https://admin.sonargroup.com.au/case-studies/scaling-awareness-audience-growth-through-event-led-digital-strategy/paid-consideration-v1-1_1_tile/","1","paid-consideration-v1-1_1_tile","inherit","2026-04-28 06:48:00",0,"image/png","image","png","https://admin.sonargroup.com.au/wp/wp-includes/images/media/default.png",1080,{"thumbnail":34,"thumbnail-width":35,"thumbnail-height":35,"medium":36,"medium-width":37,"medium-height":37,"medium_large":38,"medium_large-width":39,"medium_large-height":39,"large":40,"large-width":41,"large-height":41,"1536x1536":21,"1536x1536-width":32,"1536x1536-height":32,"2048x2048":21,"2048x2048-width":32,"2048x2048-height":32,"gform-image-choice-sm":21,"gform-image-choice-sm-width":37,"gform-image-choice-sm-height":37,"gform-image-choice-md":21,"gform-image-choice-md-width":42,"gform-image-choice-md-height":42,"gform-image-choice-lg":21,"gform-image-choice-lg-width":43,"gform-image-choice-lg-height":43},"https://sonargroup.com.au/app/uploads/2026/04/Paid-Consideration-V1-1_1_tile-150x150.png",150,"https://sonargroup.com.au/app/uploads/2026/04/Paid-Consideration-V1-1_1_tile-300x300.png",300,"https://sonargroup.com.au/app/uploads/2026/04/Paid-Consideration-V1-1_1_tile-768x768.png",768,"https://sonargroup.com.au/app/uploads/2026/04/Paid-Consideration-V1-1_1_tile-1024x1024.png",1024,400,600,{"banner_image":45,"banner_text":68},{"ID":46,"id":46,"title":47,"filename":48,"filesize":49,"url":50,"link":51,"alt":13,"author":23,"description":13,"caption":13,"name":52,"status":25,"uploaded_to":4,"date":53,"modified":54,"menu_order":27,"mime_type":55,"type":29,"subtype":56,"icon":31,"width":57,"height":58,"sizes":59},2139,"Simonds AO Tennis Header","pexels-mutecevvil-22931873.jpg",90123,"https://sonargroup.com.au/app/uploads/2026/04/pexels-mutecevvil-22931873.jpg","https://admin.sonargroup.com.au/case-studies/scaling-awareness-audience-growth-through-event-led-digital-strategy/pexels-mutecevvil-22931873/","pexels-mutecevvil-22931873","2026-04-28 06:32:01","2026-04-28 06:32:13","image/jpeg","jpeg",1280,853,{"thumbnail":60,"thumbnail-width":35,"thumbnail-height":35,"medium":61,"medium-width":37,"medium-height":62,"medium_large":63,"medium_large-width":39,"medium_large-height":64,"large":65,"large-width":41,"large-height":66,"1536x1536":50,"1536x1536-width":57,"1536x1536-height":58,"2048x2048":50,"2048x2048-width":57,"2048x2048-height":58,"gform-image-choice-sm":50,"gform-image-choice-sm-width":37,"gform-image-choice-sm-height":62,"gform-image-choice-md":50,"gform-image-choice-md-width":42,"gform-image-choice-md-height":67,"gform-image-choice-lg":50,"gform-image-choice-lg-width":43,"gform-image-choice-lg-height":42},"https://sonargroup.com.au/app/uploads/2026/04/pexels-mutecevvil-22931873-150x150.jpg","https://sonargroup.com.au/app/uploads/2026/04/pexels-mutecevvil-22931873-300x200.jpg",200,"https://sonargroup.com.au/app/uploads/2026/04/pexels-mutecevvil-22931873-768x512.jpg",512,"https://sonargroup.com.au/app/uploads/2026/04/pexels-mutecevvil-22931873-1024x682.jpg",682,267,"The Simonds Homes 2026 Australian Tennis Open campaign demonstrated that event-led media can act as a powerful audience growth lever, not just a promotional tactic.","Simonds Homes partnered with Sonar to activate a national digital campaign around a key event moment, designed to expand brand reach, engage new audiences, and strengthen consideration among first home buyers.",[71,79,98,104,110],{"block":72,"heading":73,"copy":74,"image_position":75,"image":76,"image_src":77,"image_alt":78},"image-content","The Challenge","

Simonds Homes partnered with Sonar to activate a national digital campaign around a key event moment, designed to expand brand reach, engage new audiences, and strengthen consideration among first home buyers. During a time when competitors go quiet, we took advantage of a softer messaging to cut through the clutter.

\r\n

The campaign leveraged a multi-channel approach across paid media, influencer, and content-led strategies, shifting focus from pure lead generation to building scalable awareness and future demand.

\r\n

The campaign needed to deliver impact within a short activation window, while operating in a category where:

\r\n\r\n

Additionally, the activity required:

\r\n","right",2141,"https://sonargroup.com.au/app/uploads/2026/04/Paid-Consideration-V1-1_1.png","Paid – Consideration V1 1_1",{"block":80,"theme":81,"content":82},"repeated-content","indigo",[83,86,89,92,95],{"heading":84,"copy":85},"The Solution","

Sonar designed and executed an integrated, full-funnel campaign — combining reach, engagement, and audience development.

",{"heading":87,"copy":88},"1. Scalable Reach Strategy","

A Reach & Frequency model was deployed across key platforms to:

\r\n\r\n

This approach became the foundation of the campaign’s ability to rapidly build awareness at scale.

",{"heading":90,"copy":91},"2. Multi-Channel Paid Media Mix","

Channels were deployed based on their role in the customer journey:

\r\n\r\n

Each channel played a distinct role, creating a layered ecosystem of awareness and engagement rather than isolated activity.

",{"heading":93,"copy":94},"3. Influencer-Led Content Strategy","

Influencer content was integrated to drive relatability and trust with first home buyers.

\r\n\r\n

 

\r\n

This approach proved critical in bridging the gap between awareness and action.

",{"heading":96,"copy":97},"4. Data-Led Audience Targeting","

Advanced audience strategies were applied to improve relevance and efficiency:

\r\n\r\n

This ensured the campaign reached the right audiences, not just more audiences.

",{"block":80,"theme":99,"content":100},"stone",[101],{"heading":102,"copy":103},"Key Learnings","
    \r\n\t
  1. Awareness Drives Future Demand
    2. \r\n
\r\n

Campaigns focused on reach and engagement play a critical role in building pipeline — even if immediate lead efficiency is lower than BAU.

\r\n
    \r\n\t
  1. Influencer Content Outperforms Traditional Creative
    2. \r\n
\r\n

Content that feels useful, relatable and native consistently outperformed promotional messaging in both engagement and conversion signals.

\r\n
    \r\n\t
  1. Platform Roles Matter
    2. \r\n
\r\n

Each platform contributed differently:

\r\n\r\n
    \r\n\t
  1. Audience Priming Improves Conversion
    2. \r\n
\r\n

Engaging audiences early, before asking them to convert, significantly improves downstream performance.

\r\n
    \r\n\t
  1. Not All Traffic Is Equal
    2. \r\n
\r\n

High click volumes do not always translate to meaningful engagement — reinforcing the need to optimise for quality, not just volume.

",{"block":72,"heading":105,"copy":106,"image_position":75,"image":107,"image_src":108,"image_alt":109},"Looking Ahead","

Future campaigns will build on this foundation by:

\r\n\r\n

What This Means

\r\n

This campaign highlights a broader shift:

\r\n

From campaign-led marketing → to audience-led growth systems. By connecting media, creative, audience, and data, brands can:

\r\n",2145,"https://sonargroup.com.au/app/uploads/2026/04/Paid-Consideration-V2-1_1.png","Paid – Consideration V2 1_1",{"block":29,"src":111,"alt":112,"aspectRatio":113,"scale":114,"classList":13},"https://sonargroup.com.au/app/uploads/2026/04/AO-Simonds-Image.png","AO-Simonds-Image","1.7777777777777777","cover",1777360099706]