Social Meteor announces content creation partnership with TABtouch for 2025

Social Meteor, a independent agency specialising in social media advertising and creative content, has announced their partnership with TABtouch for 2025.

With the goal of boosting the brand’s presence and engagement across digital platforms, TABtouch engaged Social Meteor to deliver a scalable, fit-for-platform vertical video production strategy. The partnership will see Social Meteor create 30 short form vertical videos to be rolled out across Instagram and TikTok throughout 2025.

“Our team’s expertise in strategic, social-first advertising is what allows us to guide brands in creating genuine connections with increasingly complex audiences,” said Luke Whelan, Managing Director of Social Meteor.

Prior to commencing production, Social Meteor engaged in extensive competitor and industry research to determine the best path to success for TABtouch. Weeks of strategy and creative development culminated in 13 series concepts pitched to the client, with 10 iterations each.

Each of the final content series boasts a distinct style and tone carefully designed to connect with male Gen Z and Millennial punters, leaning on native platform features and well known talent to further evoke a sense of authenticity. Coinciding with the kick-off of the AFL season, initial content pieces will focus closely on AFL and WA-related humour.

“We see this partnership as an opportunity to showcase the power of iPhone-shot video,” said Benjamin Hardy, Creative Director of Social Meteor. “It’s no secret that community-building is a huge aspect of TikTok, and we’re hoping to utilise that to elevate TABtouch to the level of national and international counterparts.”

There’s been a resoundingly positive response to the initial content pieces, with many more planned over the coming months.

“Previously, our paid social media focused on tactical executions and TVC cutdowns, limiting engagement with new audiences. Partnering with Social Meteor enabled us to develop fit for channel assets that connect with key demographics through culturally relevant moments,” said Melanie D’Rozario, Wagering Marketing Manager at TABtouch. “Their creativity and agility brought ideas aligned to our content pillars, while also capitalising on time-sensitive sporting events. The unprecedented number of concepts they presented showcased their enthusiasm, and we were equally excited to launch our creative to market, marking a promising start to our partnership.”