Culture Shock Marketing

The Public Education Foundation (PEF) partnered with us to generate traffic to the EOI Rise Global scholarship landing page through a Facebook/Instagram campaign. The campaign aimed to generate 600 EOI sign-ups from Australian students aged 15-17 and their parents. With a only 60 days and a limited ad budget We created tailored Facebook and Instagram ads and video assets, which were optimized through split-testing different creative elements. The campaign achieved a total reach of 429,057 and 3,654,263 impressions, with 8,818 link clicks at an average cost per link click of $0.64.The campaign successfully generated a total of 493 EOI sign-ups a represents a significant success, effectively contributing to the primary goal and a great result for The Public Education Foundation.

ChallengeWith a limited social media presence, FACS required an ambitious yet pragmatic social media strategy to shift it from an ad hoc social media function and guide the organisation to industry best practice. With a history of social media activity for activity’s sake, FACS engaged us to develop a robust plan, evaluation framework and stakeholder engagement model to ensure the organisation was aligned. ApproachWe planned a bespoke project that met the unique requirements of FACS through a three phased approach - Discover, Develop and Deliver. ResultsFACS social team business cased and secured additional funding for social media teamTripled efficiency of paid media buy within two monthsImplemented a new operational model aided by executing a change management plan

ChallengeNo generation has been more device-centric than millennials. Research found personal device usage to be reaching saturation, but at the expense of outdoor activity, resulting in declining visitation to NSW national parks particularly in millennials. ApproachParadoxically, the only way to reach the audience is through the very devices we wanted them to put down. Further, to truly resonate word of mouth advocacy. MethodologyLeading the content strategy by delivering strategic videos and blog articles to align with with audience segments. We helped NSW National Parks redesign their entire approach to marketing, shifting from traditional approach built on big moments, billboards, and TV commercials to an Agile, audience centric digital strategy driven by social media and brilliant content.Facebook and Instagram community and by re-engaging 18 - 35 year olds with nature and increasing visitation. We executed a mobile oriented content marketing strategy with video and storytelling at the heart. ResultsWithin the first 12 months the blog has 500k unique page views since it’s launch, it’s Facebook page has achieved over 4.3 million organic Video views and received 300k reactions (likes shares comments) due to the Young Adults Campaign content and strategy.

ChallengeWith an ambition to revolutionise end of life care in Australia, Touchstone Life Care had a crystal clear vision and an innovative new Advance Care Plan product. But Touchstone lacked a marketing capability and was struggling to scale new active users. ApproachWe began by deeply immersing ourselves in the company, the product and the target market, taking an end to end view to understand the key pain points for both the customers and the business. We found that as many older Australians were less digitally capable, the entire customer journey from awareness to product use needed to be simple, easy and intuitive.With a scope stretching from brand to digital, we rapidly brought TLC’s marketing from low maturity up to best practice.What we didFollowing this ground-up marketing rebuild, we developed and launched a social media focused campaign to reach and convert the primary audience. We created interested in audiences Australia wide through engaging video ads, retargeting traffic and viewers with action driving ads and assistance to convert. We optimised the campaign daily and throughout the campaign to ensure the best possible results and insights were applied through adaptation of the strategy and content. We worked closely with the client all the way through the project to ensure clarity and transparency on results and ROI.Results400% increase in conversions to complete Advance Care Plan product900% reduction in acquisition costsNew SaaS marketing technology stack which gave control to the client and key partners rather than agenciesClient’s marketing capability built from low maturity to a ‘brilliant basics’ level