Social Media Case Studies
For 15 years, Melbourne Social Co has made the content that makes social work. These are some of the brands we’ve partnered with across Australia and beyond, and the results that came from it: lo-fi creative that outsells polished ads, reactive posts that reach millions, and strategies built to last.
Enterprise & Tech
Xero: from corporate to human, globally
Global social, lo-fi content and reactive production
We started as the lo-fi team on a major Xero campaign shoot, capturing behind-the-scenes content alongside the polished creative. The lo-fi edits outperformed, and Xero brought us on to manage social across Australia, New Zealand, the UK and the US.
Today we track trends daily and pitch, shoot and post reactive content within 24 to 48 hours. We also built Xero’s global TikTok strategy and produced “Small Business Stories”, a series profiling real small business owners.
- 1.8M organic Instagram views on a single trend post, pitched, shot and posted in under a day
- Creation of Xero’s most-engaged posts of the year
- 20M+ views across top-performing posts on Instagram and TikTok
lululemon: reaching Gen Z and new audiences
Social strategy and influencer campaigns, ANZ
lululemon asked us to help expand into Gen Z, reach male audiences and reposition the brand from women’s yoga to inclusive wellbeing. We led social strategy, content planning, influencer campaigns and reporting across Instagram, Facebook and TikTok, using collab posts to extend reach through creators’ own audiences.
- WunderPuff micro-influencer launch: 1M+ accounts reached and 552K plays
- Align campaign: Instagram impressions up 140% in a month, with 1.55M organic reach
- 5.3% Instagram engagement rate
DoorDash: an award-winning TikTok presence
Social strategy, content, influencer and paid, ANZ
DoorDash’s social agency partner since late 2022. We rebuilt the brand’s look, feel and tone of voice for Gen Z and millennial audiences, using trends, creators and competitions as a growth engine. Rolling Stone called out the TikTok we manage as setting a new standard for social-first branding.
- 81.7M Instagram impressions in a single quarter (+13.1% on previous quarter)
- Organic Instagram engagements up 89.5%, shares up 78.2% on previous quarter
- TikTok followers up 21.1% in a quarter
Paid Creative & DTC
Bonds: one piece of native content, six figures in revenue
Creator-led, lo-fi creative for paid social
For Black Friday, Cyber Monday and Boxing Day, we produced creator-led, lo-fi video built specifically for paid social. We handled it end to end: strategy, scripting, production, editing and ongoing testing of hooks, messaging and calls to action. TikTok drove the strongest conversions and revenue, while Meta drove engagement and product discovery.
- $105K+ in revenue from a single MSC-produced creative
- 16.61 ROAS on the top-performing campaign
Bras N Things: lo-fi beat polished on every metric
Organic-style UGC and creator content for paid social
We made organic-style UGC and creator content for Bras N Things’ paid social and achieved the following results
- 15.34% engagement rate
- $0.08 cost per engagement
- $0.34 per ThruPlay, across 117,205 ThruPlays
- 3,520 purchases from a single UGC Shopping campaign
Lifely: organic content that does the heavy lifting for paid
Hi-fi, lo-fi and influencer content
A long-term partnership spanning hi-fi photo and video campaigns, lo-fi social (iPhone video, stills and carousels) and influencer activations, including our “Day in the Lifely” series.
- 3,000% engagement growth
- 10 to 12x ROAS on boosted organic content
- 150K+ Instagram followers
Adairs: native content at speed
Always-on UGC-style content
We produced iPhone-shot, UGC-style content for Adairs that sits alongside their polished brand work. We’re known for fast, reactive turnaround without dropping quality.
“Working with Melbourne Social Co has been a game-changer for Adairs.”
DIY Blinds: TV-scale partnerships, made native
Influencer series and campaign content
Across multiple campaigns, including a collaboration with The Block in 2025, we created “The DIY Tours”, an episodic influencer home-tour series shot hi-fi and edited social-first.
FMCG & Consumer
Oates: reviving a heritage cleaning brand
Full-funnel social: creative, channel management and paid
Oates engaged us in early 2025 for creative, content, full channel management and paid strategy, plus support across their OOH, TVC and billboard campaigns. We built a structured content system around satisfying product demos, cleaning challenges and humour, tailored to each platform. Results from the first quarter:
- 2.08M impressions (+73.7%) and 547K video views (+56.2%)
- 67,186 engagements, up 6,196% on the previous quarter
- 8.2% Facebook engagement rate and +812% net audience growth
- Instagram followers up 39.3%, TikTok followers up 34.6%
White Glo: entertainment as the new top of funnel
Content strategy and channel management
White Glo had a large audience, but engagement and relevance had dropped. We brought it back with vox pop formats like “Two Tooths One Lie” and “How often do you actually floss?”, text-only Facebook conversation posts, and mid-funnel content driving shoppers to Priceline, Woolworths and Chemist Warehouse. Their marketing manager says we’ve transformed their social presence and feel like an extension of the internal team.
- Instagram views up 160%
- Instagram shares up 300%
- Organic engagement rate per view up 60%
SolBiome: launching Australia’s first 4-in-1 probiotic
Launch strategy and social management
SolBiome is a female-founded wellness brand from a Melbourne naturopath, launched exclusively through MECCA. We led the launch strategy and ongoing social management, with a three-phase launch (Tease, Launch, Nurture) built on the idea of “wellness made simple”.
- Social engagement rates 2x the category average
- Organic interest from wellness and beauty media
Midea: hi-fi production, built for a phone screen
Two-day hi-fi appliance shoot
In September 2026 we shot Midea’s appliance ranges with one idea across every concept: something unexpected inside the appliance, filmed from inside looking out. The fridge became “The Cool Girl Fridge”, stocked like a wardrobe. The dishwasher became “Bloom Cycle”, full of flowers.
Everything was shot 9:16 with a scroll-stopping moment in the first seconds, plus lo-fi hacks and lifestyle stills captured on the same days.
Hospitality
Bonnibel at lyf on Elizabeth: a menu offer launched like an event
Creator launch, vox pops and paid amplification
To launch Bonnibel’s $10 Mix & Match salad to uni students and CBD office workers, we brought five local food creators to a launch lunch, all posting on the same day. We added campus vox pops and a hero photo and Reels shoot, then boosted the best organic and creator content through lunchtime-only partnership ads in a tight radius.
- 79,500+ organic views from launch-day creator content
- 1,264+ shares, before paid even switched on
St Kilda RSL: bridging generations
Two-year social partnership
The brief: shift an ageing perception, lift engagement and drive dining and bookings, while honouring veterans’ stories. We built native short-form video, humour-led hospitality content, veteran and community moments, and ANZAC and event storytelling. The club says engagement “skyrocketed”, and has since brought social in-house using the strategy and video framework we built.
- TikTok impressions up 163.8% and engagements up 261.1% across the year
- TikTok shares up 307.5%, with a 3.1% engagement rate
Health & Purpose
Epworth: when social becomes care
After-hours community management
Epworth engaged us in 2020, at the height of the pandemic, to manage their community after hours. Every comment, DM and enquiry is handled against a response matrix and escalated by severity, so sensitive conversations always get the right response. It’s a partnership measured in response speed, after-hours completion and trust built over years.
Bendigo Health: a first-ever social strategy
Strategy from the ground up
We built Bendigo Health’s social strategy from scratch, starting with audience research across patients, health professionals and the wider community. The content mix covers education, patient stories, health tips and expert interviews. The result: a clear brand voice, stronger engagement and greater awareness of preventive services in a regulated sector.
StreetSmart: storytelling that moves people to act
Purpose-led campaign strategy
For StreetSmart, a not-for-profit working to end homelessness, we led strategy, messaging and execution across their SleepSafe and CafeSmart campaigns, alongside community partners. Respectful storytelling drove engagement and fundraising in key campaign periods.
Seamless: making policy social
Behaviour change content for a government-supported initiative
Seamless is a government-supported textile waste initiative. In 2024/25 we turned complex policy into simple, actionable content and positioned Seamless in the national sustainability conversation ahead of launch.
Property
Villawood Properties: consistent quality at scale
Social across multiple developments
We run social for multiple Villawood developments at once, giving each community its own local personality while keeping quality consistent across the portfolio. Villawood says they’re “over the moon” with our service, content and performance.
- Rated 10/10 for satisfaction, content quality, communication and likelihood to recommend, in consecutive quarterly surveys
Satterley Property Group: community from day one
Social for multiple land estates
For national developer Satterley, the brief is community-building: helping residents feel part of something from day one. We bring their estates to life online, demystify the buying process and drive meaningful engagement with prospective homeowners.
- Consistently rated 10/10 for communication and responsiveness
Australian Building Company: standing out in a category that looks the same
Social strategy and content
In a category where every builder looks alike, we give Australian Building Company content that stands apart. The team credits our simple processes, agile team and boundary-pushing ideas.
- Repeat 10/10 scores across satisfaction, content, communication and likelihood to recommend
We’ve Also worked with
Kogan · SkinKandy · KeepCup · Marriott Bonvoy · Novotel and Ibis Styles Melbourne Airport · PETstock · Fitbit · Dumb Ways to Die · TFE Hotels · City Fertility · Classic Architectural Group · Firma Group · Makinex · Queenscliff Hotel · Moonee Ponds Central · Barry Plant · Hocking Stuart · Sotheby’s
Going global
For enterprise and international work, Melbourne Social Co partners with its sister agency ATTN.CTRL, a global attention agency serving clients across the UK, US and Asia, with Melbourne Social Co as the production arm.
Recent ATTN.CTRL work includes on-the-ground event content at Xerocon London and Denver, and a market-entry campaign in New Zealand.
Want results like these?
Retainers from $4,000 per month, strategy from $3,000, and one-off projects quoted on request. Tell us what you’re working on and we’ll come back with ideas.