South Bank NonFluencers
South Bank Corporation (2026)
Problem:
After 25 years, the South Bank precinct was suffering from familiarity fatigue. Locals felt they had already seen everything it had to offer. As the hype faded, visitation stalled, and local retailers felt the direct financial impact.
Insight:
One in three Australians dreams of the influencer lifestyle – the free coffee, the meals, the VIP access – but for the average person, it remains out of reach.
Source: Social Sprout, Influencer Marketing Report, 2025.
Solution:
Instead of buying hype, we offered everyday locals a chance to live the dream. We gave “non-influencers” the opportunity to become South Bank’s official influencer for an entire year, complete with the full VIP package.
