What metrics were used to evaluate the success of the Best Job in the World campaign (2009)? What is the ultimate measurement of success for this program?
One metric used to evaluate the success of the campaign comes from its basic purpose. The expansion of awareness regarding the prospects for tourism in Australia help to establish the basic metric used to evaluate the campaign’s success: “…the purpose of the campaign was to raise awareness among potential tourists from the UK, USA, Europe, Japan, New Zealand, India, China, and Korea that would result in increased tourism.” Success in this context would be greater awareness of the tourist capabilities of Australia. The ultimate success would be if tourism increased as a result of the campaign’s commencement. Another way to measure the success of the campaign is by evaluating the groundswell of chatter built up at the different stages of the campaign. The story of the care-taker’s job being picked up in different media outlets along with branding through social media were metrics that could be used to evaluate the success of the campaign. The ultimate measure of success for this program would lie in the end results. One measurement of success would be in the publicity generated as a result of it: “…more than 3 billion people exposed to its message. Highly watched TV stations such as the CBC, the BBC, and CNN carried the story, helping to boost job applications to 34,684 videos from 197 countries.” Along these lines, “Metrics show the campaign microsite had 8,465,280 unique visitors, 55,002,415 page views, with an average time-on-site of 8.25 minutes per person. The general public cast 475,000 votes to select a winner.” These help to demonstrate how the program was successful. This is also confirmed with the accolades received at Cannes. The fact that “The Best Job in the World” opportunity was everywhere in 2009 represents another measurement of the program’s success.