In 2025, PTI NZ successfully used online video to do exactly that – celebrate those success stories – and cost-effectively too. The stories of the women interviewed on video as part of the SHE LEADS series, were further boosted through a YouTube campaign. During the year, the SHE LEADS videos accumulated in excess of three million views, with some individual videos achieving over 200,000 views each.
Up to November 2025, and with the timed release of these videos, PTI NZ social media pages and other online outlets received 3,246,089 impressions – an unprecedented result for a single PTI promotion – and this number is still growing. The videos are available on their own dedicated YouTube channels, as well as on the PTI website.
In the fast-moving, ever-changing world of online media, active response to trends is necessary. For instance, finding an audience and responding to viewer preference is important, as is timing of the posts and directing people to them via other media. This resulted in PTI NZ working to understand and accommodate new forms of interest, different attention spans and their relationship to increased visibility. It was for this reason that PTI NZ produced four-minute and one-minute versions of the videos, as well as 20-second reels made specifically for other social media platforms.
The power of social media boosting via Meta alone (Facebook and Instagram) is evident in the numbers with PTI NZ achieving 778,100 impressions in the four weeks from 12 November 2025, including 284,570 ThruPlays, for the Path to Market videos shot at a Fiji agricultural conference earlier in the year. The videos were viewed by people from around the Blue Pacific, the South-East Pacific Rim countries and in the US.
This short campaign had an instant effect, seen in the rise in visits to the PTI NZ page of the PTI network website.
The location of the viewers and respondents is equally interesting, with Papua New Guinea and the USA predominating. This may be due to Papua New Guinea’s relatively high population compared to other Pacific Island nations. It may also indicate a strong appetite in these markets for innovative business success stories.
This year, PTI NZ will roll out a series of short videos to celebrate Gender Lens Investing through the FoundHer Program Women in Tech Global (Fiji). The videos will feature participants in the programme, including: Pritika Seth, Gina Naigulevu, Swaran Ravindra, Atelaite Samanun, Sagufta Janif, Jaylene Kwan-Singh, Joanne Unido, Sajata Lodhia, Shayal Singh, Livia Koronivalu, Ruthie Litia Konusi, Moraia Wainibalagi, Sharon Varsha Kumar, Kelera Lawenitekini, Losana Lawakeli Anise, and Toni Madeline Harm Nam.
PTI NZ has plans to roll out other similar videos from projects in Nauru, Papua New Guinea, Solomon Islands and other locations to be determined.
