1. Why Multi-Touch Campaigns Drive Deeper Impact
Today’s audience moves seamlessly between screens. They might catch a billboard on the way to work, scroll past a reel on Instagram at lunch, and see the same story resurface on YouTube that evening.
That’s why campaigns that succeed don’t rely on a single execution, they weave a narrative across platforms. When a story is encountered in different formats, in different contexts, over time, it builds recognition, emotion, and trust.
But making this work requires more than repurposing a single asset. Each platform demands a tailored approach:
- Billboards: Must convey a message instantly with striking visuals and minimal copy.
- TVCs: Offer cinematic scope, allowing richer narrative and emotive pacing.
- YouTube: Supports slightly longer storytelling that can develop context, humour, or character.
- Reels/TikTok: Vertical-first, high-energy, native-feeling clips that stop the scroll and feel authentic.
The multi-touch strategy ensures that every interaction is meaningful and that together, they reinforce a cohesive story. For Queensland Health, this meant showing the many ways Queenslanders enjoy the outdoors, while reminding them to stay sun safe.
2. Bringing the Campaign to Life
The Winter Sun Safety Campaign was shot over five days across multiple locations in South-East Queensland, from mountainous terrain and rugby fields to city streets and parklands. Our goal was to showcase the breadth of Queensland life and capture real moments that audiences could relate to. Working closely with Queensland Health’s creative team, we planned each shot to deliver multiple assets in a single shoot. This involved capturing cinematic coverage for TVC and YouTube that could carry a story, framing vertical-first sequences specifically for Instagram Reels and TikTok using natural motion, quick cuts, and subtle storytelling tweaks to feel native to the platform, and selecting high-impact imagery for billboards that communicated both the sun safety message and the visual beauty of Queensland in a single glance.
By producing everything in-house, we maintained consistency in tone, style, and messaging, while ensuring each deliverable was optimised for its platform. The result was a campaign that could live across multiple channels while always feeling intentional.
3. Why Brands Choose IPER for Multi-Touch Campaigns
Cinematic Thinking: Our directors approach campaigns as storytellers first. Every asset, from a 6-second reel to a 60-second TVC, carries the same emotional and visual DNA.
Creative Made Simple: From scripting to casting, shooting to post-production, we manage the full creative and production process. This allows agencies and clients to focus on strategy, messaging, and rollout - not logistics.
Lean & Agile: Multi-location, multi-day shoots demand flexibility. Our compact, highly skilled team adapts to shifting schedules, multiple locations, and evolving briefs without compromising cinematic quality.
Platform-Native Content: We design every asset to feel like it belongs on it's platform. Nothing is repurposed lazily, from vertical orientation to pacing, each deliverable is crafted to perform where it will be seen.
Aligned With Purpose: For Queensland Health, this meant more than awareness. It was about creating content that encouraged behaviour change, while reflecting the diverse lifestyles of Queenslanders.
4. The Power of Multi-Touch Storytelling
Multi-touch campaigns like this one are not just “more content.” They are strategically layered experiences that connect with audiences on multiple levels. A story told across billboards, CTV, YouTube, and social media reinforces key messages, builds brand recognition, and drives engagement, all while being flexible enough to evolve with audience behaviour.
For brands today, it’s no longer enough to produce one great ad. Success comes from orchestrating content across multiple nodes, ensuring every touchpoint reinforces your message and creates a consistent emotional connection.
5. Planning Your Own Multi-Touch Campaign
Whether you’re launching a public awareness initiative, rolling out a new product, or repositioning your brand, multi-touch storytelling is the way to reach audiences effectively.
At IPER, we can help you plan, shoot, and deliver campaigns that feel cinematic, strategic, and platform-native - ensuring your story lands wherever your audience is.
Want to create a campaign that doesn’t just run - but resonates? Let’s talk.
