Lily Hoffmann

South Australian Tourism Commission

Appearing at Day Two

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So You Want a Viral Video Strategy? It Starts With…
Go beyond the quest for views and a viral flash in the pan. Discover how to gain broader brand awareness and deeper brand salience, including with younger audiences. Convince your boss to invest in a video-first strategy and employ evergreen and trending video content to maximum effect.

Lily manages an audience of over two million people, developed an award-winning social media strategy and she’s not even a qualified marketer.

Her journey began as a journalist, working across print, digital and radio for the ABC and Seven West Media. But, after six years traversing the country, scurrying across newsroom floors and reminding herself not to swear on live radio, it was time to trade in the 24-hour news cycle for a far more demanding beast. The TikTok algorithm.

Lily returned to Adelaide in 2021 to lead the South Australian Tourism Commission’s Social Media and Content team. Marrying her love for storytelling with the fast-paced nature of digital marketing, Lily introduced a bold new strategy for the brand that saw her awarded the 2023 AMI Marketing Excellence Award for Social Media Marketing.