Challenge: In 2012, not-for-profit organisation febfast engaged Ogilvy PR to raise awareness and drive participation in the 2013 febfast campaign which encourages people to give up alcohol for a month and raise money to support young Australians affected by drug and alcohol issues.
Given the extreme media fatigue around thematic months such as Facebook Free February, not to mention other dry months such as Dry July and Ocsober, we faced a number of challenges in promoting the cause. Furthermore, investigation by febfast suggested that although many people actually participated in febfast, they did so unofficially and without registering. In addition to media fatigue and converting unofficial participants, previous campaigns indicated that there was only a very small window of opportunity to drive a large amount of registrations. With Australia Day marking the end of the silly season, a majority of Australians would not consider signing up until after the festivities, leaving only 5 days to drive registrations before February.
Furthermore, on the day of our official launch, the floods in Queensland had reached a crisis point and only a few days later, Julia Gillard announced to the nation the election date, both of which dominated media coverage nationally.
Strategy: Our strategy ensured continuous and consistent coverage throughout the month of January leading up to the official national launch of febfast on the 28th, allowing us to capitalise on the nation’s collective Australia Day long weekend hangover and to leverage the small window of opportunity we had to drive a high number of registrations.
We surveyed over 1000 Australians on their attitudes towards drinking and their favourite and strangest hangover cures. As part of a two-pronged approach we released statistics regarding generational attitudes to drinking and Australia Day prior to the long weekend and then officially launched on the 28th releasing Australia’s favourite and strangest hangover cures.
Results: The campaign continues until the end of February, with participants still able to register and also the launch of ‘half-arsed febfast’ a 14 day version of the 28 day challenge.
To date, a total of 278 pieces of coverage have appeared locally and nationally through radio, print, TV and online.
The Trumpets is our formal employee recognition program which is designed to acknowledge and reward our team members for the great work that we do. Ogilvy PR Australia’s culture is built on our three core Values – Partnership, Learn & Grow and One Step ahead, and the program recognises values-based behaviours – from great client work to the way we work with each other.
Tegan Knight – Account Director, Pulse Communications
Sally Strautins – Account Director, Ogilvy PR Health
Megan McCarthy – Account Executive, Ogilvy PR Health
Challenge: Despite 212 years of history, some of the most ubiquitous products in the world, and a strong corporate profile globally, DuPont has struggled to develop a strong profile in Australia – particularly in the agriculture sector.
Parker & Partners was engaged to build DuPont’s profile among a number of stakeholders, including government, industry, customers and the media so that it could be involved in public and policy conversations that ultimately affected its business.
The chosen vehicle was the launch of a DuPont-sponsored research paper developed by the Economist Intelligence Unit (EIU) to support the Global Food Security Index (GFSI).
Strategy: Our strategic approach was to develop a whitepaper report that highlighted DuPont’s interest and expertise in food security and Australian agriculture.
Parker & Partners chose a topic that has long been on the radar of DuPont’s stakeholders, but of which no company has yet taken the initiative to own: Feeding Asia-Pacific: Australia’s role in regional food security.
To enhance the newsworthiness of the report we planned an event in Canberra to launch the report, including compiling a panel of experts from various relevant fields to discuss the findings of the report and food security more broadly.
The success of the event would depend on our ability to gather a high-calibre panel whose views would attract interest to the report and the event from DuPont’s government and industry stakeholders, and media who were pitched stories.
Results: Parker & Partners helped develop an insightful report that produced compelling findings and exhibited DuPont’s expertise in agriculture and food security.
We delivered a high profile panel including former Deputy Prime Minister and Minister for Trade, Tim Fischer AO, AFGC CEO Gary Dawson, and moderated by Sky News anchor, David Speers.
The event was well attended and highly praised. Media coverage exceeded expectations, including four national television, one national radio, two print and nine online clips.
In the week following the event DuPont received over 200 enquiries for more information into their work in agriculture and food security.
Challenge: Getty Images is among the world’s leading creators and distributors of award-winning still imagery, video, music and multimedia products. The challenge to Howorth was to generate mass awareness and positive coverage across ANZ business, technology, marketing, creative and photography media for the global launch of Embed – a tool that, for the first time ever, allows people to easily embed and share content from Getty Images’ huge library of editorial, creative and archival imagery, free of charge, for personal sites, blogs and social media posts.
In addition to securing media coverage, the brief also required Howorth to position Getty Images’ role in educating social media users on copyright and licensing infringements.
Strategy: A two-pronged media strategy was developed to engage traditional media and key influencers and bloggers on the significance of Getty Images’ new business model; the practical applications of the tool; and, the importance of sharing licensed digital content. In executing the traditional media element, Howorth developed targeted pitches offering pre-brief interviews with Getty Images’ spokesperson, Craig Peters to titles across the business, consumer tech, social media and IT spaces – Australian Associated Press (AAP), CNET Australia, Technology Spectator and New Zealand Herald. Howorth also engaged an Australian Getty Images contributor to provide ‘grass roots’ comment on how the Embed tool affects professional photographers.
The second element of the media strategy is to be executed in the months that follow the launch of the Embed tool and will cultivate momentum among key influencers and bloggers by offering practical activations of Embed so users begin to understand the relevance and ease of using licensed digital content in a ‘right-click and share’ era.
Results: The pre-briefing interviews paired with the distribution of a media release generated 24 pieces of media coverage in the ANZ region, with a potential global audience reach of 159,187,660. Each article was positive in sentiment appearing in key business, technology, creative, marketing and photography titles including: The Australian, BRW, CNET Australia, CNET global, Gizmodo Technology Spectator, Sydney Morning Herald, The Age, SBS, Stuff.co.nz, New Zealand Herald, Desktop Australia and Good Gear Guide. The news was also shared across social media sites such as Twitter, reaching millions of users across the globe.
Improve upon the previous year’s hugely successful thought leadership campaign, by sustaining the campaign & coverage over a longer period, instead of creating one large surge of activity.
- Create a voice for Kronos on a national workforce issue to drive broad awareness in general business, consumer, HR and technology media
- Develop research-based content including visual content (infographics) and thoughtful whitepaper commentary with corporate positioning and customer testimonial
- Premeditate a three-stage launch with multiple storylines to create sustained coverage
- Engage with third party industry bodies to encourage them to join the public discourse and lend credence to the debate
Campaign Concept: Howorth proposed a narrative about a missed opportunity in Australia to tap its “Hidden Workforce”. The story would highlight the failure of employers to cater for specialist groups’ need to work in a more flexible way and how a focus on a certain profile of worker worked to the expense of parents and older people.
The campaign was staged to be released in three parts, so we could target specific headlines aligned with the messaging. The whitepaper was finally released with the last phase and made available to all interested parties.
Alongside the positioning whitepaper, individual infographics were prepared to accompany each release, to provide sharp context for the issues raised and give media content to use in their stories.
Results: The communications-led thought leadership platform formed an integrated marketing strategy, informing everything from sales/enquiry-driving eDMs, customer roundtable briefings, email signatures and website content, to social media content and media relations.
Media coverage included:
- Phase one: 21 pieces of print and online coverage, including general and business titles such as The Sun Herald, Canberra Times, Sydney Morning Herald, Brisbane Times, ABC News Online and Business Review Weekly. 22 pieces of broadcast coverage from pre-recorded TV interviews and radio sound grabs aired on the evening and breakfast news slots of 22 stations across the ABC network.
- Phase two: 2 pieces of broadcast coverage including Sky News and WSFM as well as 4 pieces of launch coverage in major titles including Business Review Weekly, Reuters, Human Capital and Smart Company
- Phase three: 7 targeted pieces of coverage in IT media, including ComputerWorld, CIO Magazine, Computer Daily News and Technology Spectator
- Use of the infographic on key news sites such as Business Review Weekly and Human Capital
As well as driving conversations with existing customers and prospects, the media campaign also attracted attention from a number of interested third parties, including government agencies for equality and other working groups and consultancies on diversity. Enquiries and active media commentary (in response to the Kronos news) was seen from:
- The Workplace Gender Equality Agency
- Nareen Young, chief executive of the Diversity Council of Australia
- Elizabeth Broderick, Human Rights Commission
- Helen Conway, director of the Workplace Gender Equality Agency
- Joshua Price, GM of Symmetra, a Diversity Consulting company
- Pollyanna Lenkic, founder of Perspectives Coaching
- Infoxchange – a NFP community that delivers “technology for social justice”
Challenge: Fitness First is one of the largest health club groups in the world with more than 342 Fitness First clubs worldwide, and more than one million members across 15 countries. In Australia, Fitness First has 78 clubs with approximately 240,000 members.
Since Fitness First began operating in Australia back in 2000, the fitness landscape has changed significantly. The brand has faced a number of challenges in the wake of the changing environment, from the rise of 24/7 gyms and expanding operator locations, to increased competition on price, all the while battling against its tarnished reputation.
In 2012, the company was acquired by Oaktree Capital Management and underwent a major restructure which saw it exit a number of gyms from its portfolio, enabling it to invest significantly in overhauling every facet of its operations and embark on a significant journey of change.
In early 2013, Fitness First partnered with Ogilvy PR Health to help the company on its journey of change and re-build the company’s reputation and standing as the industry leader in fitness.
The first tangible evidence of change was the launch of a new concept gym in the heart of Sydney’s CBD called The Zone. A world-first innovation based on the principles of dynamic movement training, The Zone offers six distinct ‘zones’ for small group training – each created by Fitness First, with more than 95 classes running a day for members.
Strategy: The launch of The Zone not only provided an opportunity to bring to life the company’s philosophy of motivation, fitness expertise, and the idea that ‘machines don’t motivate people, people motivate people’, but also showcased its serious commitment to invest in change and deliver real benefit back to members.
To communicate this, Ogilvy PR Health held an exclusive preview event like no other, inviting leading lifestyle, health and fitness media and influencers, as well as representatives from a number of leading training institutes and equipment suppliers, to be the first ever to train in The Zone.
The launch was the first time that Fitness First had proactively engaged with media in many years and on the night, Managing Director Pete Manuel bravely stood before the assembled media and declared that the brand had “not always got it right” but that the company was listening and was on a journey of change.
Special guest speaker, former Olympian Geoff Huegill, was a media drawcard and spoke of the role that Fitness First played in his training.
After the event, and with the ‘buzz’ still building about The Zone, Ogilvy continued to engage with influential media, inviting groups of colleagues from media outlets to come for a tour and workout at one of the six unique ‘zones’.
Results: More than 40 media and influencers attended the launch resulting in more than 80 pieces of coverage and reaching an estimated audience of more than 576,779 people.
More importantly, engaging with media en masse provided an opportunity for Fitness First to foster relationships with key journalists and start to rebuild its position as the fitness expert and ‘go-to’ for media.
For more on The Zone visit: http://www.youtube.com/watch?v=KWxyuVdGuu0
Melbourne, November 1, 2012: Ogilvy Public Relations Australia, a joint venture between STW and WPP, has announced that current Managing Director of its Melbourne office, Lelde McCoy, will take on a newly created national role, with Alexandra Kelly stepping up to head the Victorian Agency.
McCoy will become Managing Director, OgilvyEngage in Australia, following strong and sustained growth within the specialist social marketing and behaviour change practice and client wins across both government and private sectors during the past 12 months. With over 25 years in the industry, Lelde is an award-winning strategist in community awareness and social marketing campaigns and was last month elected National Vice President of the Australian Association of Social Marketing.
OgilvyEngage is a global behaviour change practice launched in June 2012 that helps companies help people achieve long-term behaviour change.
Replacing Lelde McCoy as Managing Director of the Melbourne office is Alexandra Kelly. Alex moves to this role from Head of Consumer Brands, Ogilvy PR Melbourne. Alex will be charged with further driving the growth of the agency, integration with the wider Ogilvy & Mather group of companies and expanding the Ogilvy PR Melbourne offer.
Ogilvy PR Australia CEO, Kieran Moore said the new structure had been implemented to “reflect the growth of both consumer brand communications and social marketing, and the massive amount of confidence that Ogilvy PR has in the Melbourne team and the Melbourne marketplace”.
“Lelde and her team have had a fantastic year, and the time is right for her to focus on building the new OgilvyEngage practice which was launched globally earlier this year and which has much growth potential in the Australian marketplace,” she said.
“With the rest of Ogilvy PR Melbourne also going from strength to strength, we believe this new structure positions us well for further business growth in Melbourne. Congratulations to all.”
McCoy will be backed by the skills of Director Kelly Ward, a PR veteran with more than 25 years’ experience working with some of Australia’s largest corporations and Government departments to build brands, enhance reputation and prompt behavioural change. Tammy Walker retains her current role as the office’s general manager and will work alongside Alex Kelly to continue to aggressively grow the Melbourne market.
Ogilvy PR Australia is a joint venture between WPP and STW Group, Australia’s leading marketing content and communication services group.
For more information contact: Claire Whyntie, ph: +61 2 8281 3251
Challenge: In early 2012, Ford Australia indicated they were eager to highlight their role as a hub for design, technology and engineering both locally and globally. More than ever before, a wide range of media and influencers need to be engaged; the auto industry is no longer confined to the car pages of metro newspapers and technology advances mean that tech influencers are of increasing importance to Ford.
Strategy: Pulse Communications, Ogilvy Public Relations’ consumer public relations firm, suggested that a ‘Dipped in Blue’ immersion event would put the spotlight on design and technology developments being led by Ford Australia whilst also leveraging and building upon current influencer relationships.
Due to the popularity of the idea, Ford Australia decided to provide Ford Asia Pacific markets the opportunity to invite key influencers to the event. In turn, an additional day was allocated for the international media.
In August, tech, automotive and consumer media and influencers were invited to visit Ford Australia Headquarters for a one-day event for hands on demos, product previews, behind the scenes access and exclusive news. On top of this, attendees were also given access to the faces and voices of Ford, such as Ford Australia CEO Bob Graziano, and Chief Engineer Adam Frost. The brand new design centre, complete with the state-of-the-art Virtual Reality Centre and Powerwall room, was opened to media for the first time.
SYNC technology, to be brought to Australia with the release of the new Focus ST, was showcased to the media and influencers by Ed Pleet, Connected Services Director for Ford’s EAPA region. Attendees also experienced Active City Stop and Active Park Assist technologies, further cementing Ford’s place as a market leader in terms of smart technologies.
Results: In total Pulse had 42 consumer, tech and auto media and influencers attend from the Asia Pacific region. Key influencer relationships were strengthened through exclusive behind the scenes access to Ford Headquarters and its design and engineering teams.
In all, the ‘Dipped in Blue’ immersion event allowed Ford Australia to successfully position itself as a market leader in terms of technology and design developments, whilst also demonstrating its commitment to growth and thought leadership.
Challenge: Back in July, LG Electronics launched its new range of smartphones, the L-Style series. Although the range received media interest at the time of launch, LG wanted to increase awareness of the product and establish the brand as a leader in smartphone design using their newly signed ambassador, Erin McNaught.
In addition to this, LG wanted to promote the functionality and convenience of the Quick Memo feature, a technology which is exclusive to the L-Style range.
Ultimately, LG were keen to build word-of-mouth recommendations around the product and ultimately drive purchase, which proved challenging given the product had already been on the market for three months.
Strategy: On the 4th of October, Pulse’s LG-One team worked with Erin McNaught and LG Electronics to host Sydney’s first LG smartphone scavenger hunt. Erin visited four well-known Sydney landmarks throughout the day, tweeting picture clues as to her whereabouts to give fans a chance to find her. The first five people to find Erin at each of the locations won their very own LG L-Style smartphone, simply by telling Erin the winning phrase: “I’m all about L-Style”. To showcase the phone, Erin used the Quick Memo feature for each of her clues, a technology which lets users draw messages on photos taken and then share them via their social networks.
Results: By the end of the day, 20 very happy winners walked away with their own brand new LG L-Style phone and subsequently tweeted about it via their networks. In the lead up to the activation, key coverage was secured in metro titles including mX Sydney and an exclusive interview on 2DAY FM’s Kyle and Jackie O Show on the morning of the hunt. The day saw in excess of 150 tweets with a total reach of more than 3 million Australians. Well-known Australian celebrities such as Jennifer Hawkins and singer/songwriter Gabriella Ellis had visibility of the LG L-Style Scavenger hunt, tweeting about it on the day to their own networks. The activation also made an impact on Instagram, with a total audience reach of close to 100,000 followers and more than 500 likes.
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.