Young Aussie blokes and girls aged 14-29 are content addicts. They burn through online content faster than a thread on 4chan gets chewed up and spat out.

There are two implications of this state of affairs for Aussie brands like Boost that decide to create branded content. Firstly, it’s extremely difficult to even get on the radar of these content-slurping guys and girls. Secondly, their bullshit-detectors are so finely tuned that unless you deliver a "LOL", "OMG" or "WTF" knock-out punch, not only will you fail to make a social impact but your brand will be ignored at best and actively condemned at worst. And Aussies don’t mince words in social media.

This is due to Australians’ attitude towards brands – they’re guilty till proven innocent – and our general impatience for “clever” or “subtle” content. Aussies like content to be either a piss-take, shockingly in-your-face, sexist or borderline inappropriate as a minimum.

Girls in bikinis stacking it at the Bondi skate park? Absolutely.

Former Prime Minister sculling a beer at the cricket? Legendary.

Bloke pretending to arrest shower masturbators for water wastage? “Funniest guy on YouTube”.

That’s our situation.

Firstly, we would seed our content in the blogosphere amongst influencers (read: cool kids) who could give it some social cred.

Secondly, we approached MTV Australia with the aim of leveraging their owned online media assets as Boost and MTV Australia have the exact same core audience.

Then something interesting happened.

MTV Australia dug our content so much that they helped us make it and spread it.

So we had a content ecosystem, encompassing owned Boost channels (Facebook, YouTube), bought online and broadcast, owned MTV Australia media (Facebook, Twitter, MTV.com.au) and all the earned media that comes with that.

At launch, our content was seen by the 110,000-odd MTV Australia Facebook followers, the 20,000-odd Boost Facebook followers and potentially their 3,000,000-odd friends.

Rich media display previewing the content and driving our audience to our owned digital media was watched at least 1.3m times.

In total,it has generated 36m impressions and over 100,000 clicks.

In terms of market performance, our campaign reporting and measurement system was brutally simple. We were measured directly against sales results. In its most complicated form:

Our objective for 2012: Deliver 27% uplift in sales.

Our results for 2012: Sales of Boost lifted by 29.4%.