UDIA Queensland engaged us to develop a three-month social media strategy and content plan for Made for People - its flagship education platform connecting Queenslanders with the real story of development. The goal was to reignite growth after launch, reach priority audiences, grow followers, and drive traffic to the Made for People website, while shifting perceptions of development as more than just housing.

We used an insight-led strategy grounded in audience research, focusing on Queensland women aged 20–50 who own or aspire to own a home — a key demographic identified by UDIA. Drawing on our deep experience in planning and development contexts, we designed a social media approach that combined paid and organic content, partnerships, and storytelling to build trust, spark conversation, and highlight the social, environmental and economic value of development.

Our work included developing an ongoing social media framework covering content pillars, partnerships and evaluation, alongside a detailed three-month campaign plan with ad copy, creative concepts and performance measures. We built a performance tracking dashboard and trained UDIA staff to use Meta Business Suite and Ads Manager to support internal capability. After the first month of relaunch, we reviewed performance with the client and optimised the strategy to improve reach and engagement.