Social media and event coverage for Shebacks.Me across the Australian premiere of Show Her The Money. Two sold-out, ticketed events with 150 seated at each venue. First in Melbourne at RMIT University. Then in Sydney at Fishburners. Organised by Shelin David. Learn more about the documentary at showherthemoneymovie.com.
The events
Shebacks.Me brought the Show Her The Money documentary to Australia. First, an Australian premiere in Melbourne at RMIT University. Then, a second event in Sydney at Fishburners. Above all, both nights were paid, seated events with a hard cap of 150 guests. As a result, the room was full and the tickets sold out at both venues.
Melbourne welcomed film producer Catherine Gray, who flew in from Los Angeles for the premiere. Sydney featured a keynote from Siobhan O’Sullivan GAICD. Then, a panel brought together Catherine Gray, Nan Meka, Camille Goldstone-Henry, Michelle Tirtabudi, Sreyna Rath and Dickie Currer to discuss the gender funding gap in Australia. Above all, both events were built to shift the conversation on how capital reaches women-led businesses.
The brief
Shebacks.Me needed coverage that would carry the energy of the room to audiences who could not attend. First, they wanted a highlight film per city. Also, they wanted social cut-downs that would keep travelling long after the doors closed. Above all, the coverage had to feel like the room, not like a press release.
Our approach to the event coverage
Phoenix Marketing ran the social media and event coverage across both nights. First, we set up on venue with a small mobile crew. Meanwhile, we captured the room, the panel, the keynote and the audience response. As a result, we had a full library of usable footage before the credits rolled.
Next, we cut two separate highlight films. One for Melbourne. One for Sydney. Each event got its own edit and its own voice. Also, we produced social cut-downs of the key quotes and the panel moments. Then, the finished films landed on YouTube in time to feed the ongoing campaign for the documentary.
The films
Melbourne highlight film. Filmed at RMIT University with over 150 guests and film producer Catherine Gray joining from LA.
Sydney highlight film. Filmed at Fishburners with the keynote from Siobhan O’Sullivan and a full panel on the gender funding gap.
The moments that landed
We’re not damsels in distress, no one’s coming to save us. We’ve got to save ourselves.
Catherine Gray, Producer, Show Her The Money
Investing in women makes good cents. Spelt C-E-N-T-S.
Siobhan O’Sullivan GAICD, Keynote, Sydney event
The results
Shebacks.Me now has two branded highlight films live on YouTube. As a result, the message from both events reached beyond the 300 people in the rooms. Also, the social cut-downs continue to travel across LinkedIn and Instagram. Finally, the campaign built a durable content library that Shebacks.Me can keep drawing on as the movement grows.
What Shebacks.Me said
Phoenix did an amazing job with our social media, Instagram and LinkedIn, in such a short runway leading up to the event. Every request and post we wanted they creatively and efficiently executed with engagement. The event coverage was exactly what we wanted, the highlight videos beautifully sum up the energy of each event.
Shelin David, Director, Shebacks.Me
