Challenge: Australia Unlimited is a national brand developed by Austrade in response to global research that demonstrated Australia’s global reputation was based more on our physical attributes than our intellectual ones.
While Australia has a very strong international reputation, regularly ranking among the top countries in global studies, Australia Unlimited was tasked with promoting Australia’s credentials in business, technology, creative industries and science to overseas markets.
In an effort to draw attention to the depth and breadth of Australian talent around the world, Australia Unlimited was preparing to launch its Global 50 list comprising of expat Australians who are not household names, but who are doing work that deserves to be recognised.
Strategy: With a million Australians offshore at any one time and many more involved in international work, they are a ready-made corps of promotional ambassadors for the nation. Our people are the best evidence we have that Australia today is a creative, clever and globally engaged nation.
As part of this content driven campaign, Social@Ogilvy identified a list of 32 influential Australian expats living in the key markets of US, UK, Europe and Asia, so that Australia Unlimited could target them to build relationships with these key influencers while also sharing their international success stories and portray a contemporary Australia through its people.
In order to drive awareness of Australia Unlimited’s Global 50 list and mobile apps, and maintain conversation in the lead up to and throughout the Australia Day weekend, Social@Ogilvy developed a strategy encompassing content creation, influencer outreach, and conversation management, drawing new stakeholders to the Australia Unlimited brand.
Results: The integrated digital and social campaign was successful in driving traffic to Australia Unlimited’s website, with social media the top driver of referral traffic, and building key relationships with international influencers.
More than 2.174m Twitter accounts reached
80 retweets representing a 515% increase on the previous week and 100+ mentions over the campaign
8% increase in Twitter followers
70% of all traffic to the website referred from social media channels
184% increase in application subscribers
Challenge: Despite Kleenex Cottonelle’s leading sustainability credentials – it is the first toilet tissue in Australia to gain Forest Stewardship Council (FSC) accreditation and Australia’s only toilet tissue brand endorsed by the WWF – its sustainability story wasn’t gaining cut through with consumers.
While the brand’s multi-million dollar ‘Love Your Forests’ TV advertising burst was gaining awareness, its sustainability message was too remote among target mums who couldn’t see a compelling reason to pay more for a household basic in an uninteresting product category.
The solution was clear: engagement. But how to achieve it for a brand in a low-interest category, on a low budget, and within the niche (and arguably unfashionable) cause of everyday household sustainability?
Objectives: The team was briefed to drive high-impact awareness and talkability among Australian mums around Kleenex Cottonelle’s FSC accreditation and show how, as a premium and environmentally responsible toilet paper, Kleenex Cottonelle was worth investing in.
Essentially, we were tasked to dial up the brand values of ‘environmentally friendly’, while giving mums a compelling reason to believe in the premium credentials of the product beyond price.
The success metrics required by the client was a campaign to reach 1 million Australian mums.
Campaign Insight & Strategy: If the brand’s FSC accreditation, in addition to the product’s efficacy, was a reason to believe, then the existing ‘Love Your Forests’ ATL burst wasn’t enough to make it stick. Our qualitative planning research showed that while the sustainability message certainly had impact for three-quarters of target mums, the pressures of modern family life took precedence, and that ignorance and a lack of inclination often prevailed.
From our planning process we understood that in order to be successful, our campaign with a cause needed to: inspire; educate; make it easy for mums to get involved (and reward them for their involvement); and create a direct and impactful dialogue with the audience. We also needed to demonstrate an emotional value proposition – by making the campaign speak directly to mums in their own language and involving them, we could show them the returns on inspiration that sustainability can bring through their own everyday choices.
Our solution was clear: by creating a virtue of the territory of “making a difference” – easily and every day in the home – and taking brand ownership of it, we could make mums feel good about social good, thus creating a halo for Kleenex Cottonelle. Showing mums how small steps for a big impact really was as easy and simple as changing the everyday choices you make, such as buying sustainable products, like Kleenex Cottonelle, in the weekly shop.
So, we invited mums to make a difference – easily, every day, and with Kleenex Cottonelle. Our early research showed that helping others is the #1 reason Australians chat online about household goods, and that ‘new kid on the block’, Pinterest, was fuelling phenomenal growth in home-interest conversations. Not only that, but Pinterest was also Australia’s fastest-growing social network (+194% in six months since December 2011) among women, of which 62% of users were female with an average age of 30. In its ability to reach women who care about home-interest issues, Pinterest was an obvious choice to spread our sustainability message loud and wide.
With that, the Kleenex Cottonelle ‘Pin to Make a Difference’ campaign was born.
Key Executions: Our campaign took a three-phased approach:
- Recruiting mums and starting the sustainability conversations;
- Involving mums by bringing them together at an Australian-first brand event, and:-
- Rewarding mums for their involvement through micro-contests post event.
Phase One – Starting the Conversations
The campaign centred around a branded ‘Pin to Make a Difference’ event in central Sydney, inviting Australia’s most influential mum bloggers and media to network, pin and share their ‘make a difference’ sustainability tips, and take part in Australia’s first and fastest pinning competition.
We created a branded Pinterest account, analysed Australia’s most influential mum bloggers, and targeted them to attend the event. A media announcement followed, seeding anticipation and outreach, and creating a groundswell of support, with media applauding Kleenex Cottonelle for its leadership with Pinterest, and for driving an ‘Aussie first’.
Bespoke, independent research into Australian mums’ sustainable habits and behaviours in and around the home, created branded talking points and started the conversations in both traditional and social media.
We also engaged primetime TV presenter and Channel 7 breakfast show anchor, Mel Doyle, and one of Australia’s most influential bloggers, Darren Rowse, to MC and present at the event. Both ambassadors had influential, active social and traditional media and business networks, and news of the event gained momentum quickly, which was then seeded by influential media attendees.
Phase Two – Involving mums through the event
We staged the event on 2nd May 2012, with 26 of Australia’s most influential mum bloggers and mainstream media attending. Guest speakers from Kleenex Cottonelle, the WWF and the FSC inspired the “make a difference” conversations, reaching +2 million people and fuelling 1.2 million twitter impressions. Powerful social currency amplified the conversations, from the specially created ‘Pin to Make a Difference’ social badge, to the event hashtag #pin4good, leading to the event trending #1 on Twitter, ahead of TV’s ‘The Voice’, the most popular TV show in Australian TV history. The event fuelled traffic and content at the Kleenex Cottonelle Pinterest account, with an average of 200 followers per pin board.
Phase Three – Rewarding mums for their involvement
Post-event we maintained the momentum of the sustainability conversations by placing micro-contests on target mum blogs, who cascaded the message through their networks, giving their communities a Kleenex Cottonelle ‘Make a Difference’ goody pack. The activity reached +20,000 people in mum blogger communities. This, combined with ongoing mainstream outreach from our bespoke brand research showing that nine in ten Australian mums support in-the-home sustainability but time, pressure and modern technology not money are their biggest barriers, drove continued outreach and impact, keeping the boards alive.
Results: Results were based on coverage and search analysis of campaign mentions from 4 April 2012 up to and including 28 May 2012. The campaign significantly exceeded the KPIs and client expectations by achieving:
- An overall reach in excess of 5 million Australians within all targeted mum media channels, with a +1,100% increase of conversations in Australia about sustainability in and around the home
- Sustainability mentions reached 1.2 million people; tweets about the FSC and its accreditation during the campaign reached 7, 727 people; WWF tweets during the campaign reached 314,744 people
- 100% positive campaign sentiment across traditional and social media channels including Pinterest, Twitter, Facebook and blogs
- A +475% increase in social conversations about Kimberly-Clark (from 3 months prior)
- 33 pieces of branded coverage about the campaign, coupled with a Twitter reach of 1.2 million Australians; and including #1 trending on Twitter in Australia
- The campaign reinforced Kleenex Cottonelle’s market-leading positioning, with the brand lauded as a top 10 brand using Pinterest (Marketing magazine) and one of the ‘Eight Australian Brands to Watch on Pinterest’ (the Village Agency)
Overall, the campaign succeeded in making the brand relevant and meaningful to mums by telling the biggest and most high-impact sustainability-in-the-home story of the year, positioning itself as a pioneering leader and brand champion of everyday ‘social good’ and easy, everyday sustainability in the home.
Ogilvy Public Relations’ consumer PR agency, Pulse Communications, helped to put Malaysian cuisine on the map when it recently launched Malaysia Kitchen Australia, transforming Sydney’s State Theatre Laneway into Australia’s first ever Malaysia Kitchen Food Market.
Malaysia Kitchen is an initiative from the Malaysian External Trade Development Corporation (MATRADE), and aims to increase Australians’ awareness of Malaysian cooking and encourage them to experience the diverse tastes of Malaysian cuisine in restaurants across the country. It follows the successful roll out of Malaysia Kitchen in London and New York.
The Malaysia Kitchen Food Market was a contemporary take on a Malaysian hawker-style market and featured long dining tables, where guests were seated to experience a tasting plate of authentic Malaysian dishes from some of Sydney’s finest Malaysian restaurants including Chinta Ria and Mamak[i].
Interest in the contemporary hawker-style event was much higher than anticipated with over 1,300 guests attending, completely selling out for both lunch and dinner sessions for the four days Malaysia Kitchen Food Market was open in February.
Over 16 million Australians heard about the campaign via a tailored PR program which included over 8o pieces of editorial coverage including The Morning Show, Sydney Morning Herald, MX and News Limited online.
A social media campaign saw key bloggers such as Helen Yee of Grab Your Fork and Jennifer Lam of Jenius encourage Sydney-siders to visit the food market, and start a discussion around Malaysia cuisine.
Matt Buchanan, Managing Director of Pulse Communications said: “We are thrilled with the success of the launch of Malaysia Kitchen Australia, and the positive response to Australia’s first Malaysian Food Market. The popularity of the event completely surpassed our expectations and it was amazing to see how many Sydney-siders were willing to queue to experience a taste of Malaysia. The results demonstrate the strength of a truly integrated PR and social media campaign to drive consumer engagement.”
Australians can continue to engage in Malaysia Kitchen Australia, by visiting the dedicated Malaysia Kitchen website, www.malaysiakitchen.com.au which provides information on Malaysian cuisine, recipes, chef profiles and tips and events taking place across the country.
For more information and images, please contact Lyndsey Gordon at Pulse Communications on 02 8281 3839 / Lyndsey@pulsecom.com.au
- Ogilvy Public Relations www.ogilvypr.com.au
- Malaysia Kitchen www.malaysiakitchen.com.au
- MATRADE www.matrade.gov.my
[i] Malaysia Kitchen Food Market participating restaurants included:
- Chinta Ria, Temple of Love
- Jackie M
- Kuali Malaysian Restaurant
- Malacca Straits on Broadway
- Kaki Lima
- Jimmy’s Recipe