// Campaign Strategy
Help Shape Our Future: consulting New Zealanders on Defence
New Zealand Ministry of Defence
A multi-platform paid social programme with the Ministry of Defence encouraging Kiwis to have their say on the future shape of the New Zealand Defence Force.
Client
New Zealand Ministry of Defence
Discipline
Campaign Strategy
Sector
All-of-Government
The brief
The Ministry needed to hear from a genuinely broad cross-section of New Zealanders — not just the usual defence-interested audiences — inside a tight public-consultation window.
Our approach
- Built a Meta and LinkedIn ad framework segmented by region, age and life-stage to reach New Zealanders under-represented in traditional defence consultations.
- Co-produced creative with the Ministry's Communications and Design teams so every asset stayed inside the tone and compliance guardrails of a formal Government consultation.
- Ran continuous optimisation against completed-survey conversions rather than clicks, cutting cost-per-response week on week.
Impact
- Broad demographic reach across every New Zealand region
- Significant lift in on-site survey completions
- A defensible, transparent record of paid-media spend for the Ministry
Outcome: Delivered a nationally representative survey response and lifted public awareness of the Defence Policy Review.
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