Archives: Case Studies
The Brief:
We worked with cyber security organisation AUSCERT to create the branding for their annual conference (2024) and refresh their corporate brand. AUSCERT’s clients and conference attendees typically don’t like change, so we were challenged with working out how to bring the digital experience to a physical event, and how to bring their audience on the journey to embrace the new corporate branding. Our goals were simple:
1
CREATE
A new powerful conference brand that resonates with conference audience
2
Refresh
Their existing corporate brand to reflect AUSCERT’s key messages and identity
3
Build
Advocacy amongst target audiences to embrace the new branding
Our Response:
The conference brand was brought to life at the event through clever signage and booths that had interactive elements. We also designed merchandise and stickers so attendees could take the branding home with them.
To engage their target audience to embrace the new corporate branding, we ran a brand activation at the conference, where attendees could partake in a scavenger hunt. The scavenger hunt had a mix of digital and on-location tasks and clues which guided participants to key brand touch points including social media channels, client booths and registration desks. The final step in the scavenger hunt saw participants stating the new brand’s tagline in a clear voice; ‘Allies in cyber security’.
The Results:
Conference registrations were at record numbers, with over 800 attendees each day of the conference.
Attendees were able to easily remember both the conference theme and new corporate brand tagline. You can view their new brand via their website here.
Over 100 people participated in the scavenger hunt, creating opportunities for the AUSCERT team to engage directly.
Our team have been engaged to design the 2025 Conference branding based on the success of this project.
The Brief:
Our team were engaged to deliver a tourism rebrand and brand story for the Central Highlands region. This Queensland LGA encompasses Blackwater, Emerald, Carnarvon Gorge and the Sapphire Gemfields, approximately four hours inland from the city of Rockhampton.
The challenge for the region was the LGA had no clear articulation of their brand story, unique selling proposition or reason for travellers to visit the Central Highlands over any other. In fact, after conducting focus groups in region with consumers, their branding problem was so dire that customers didn’t even know what region they were staying in even if they’d been in the Central Highlands for days or weeks at a time.
1
create
A new tourism brand that conveyed the ‘what’, ‘where’ and most importantly ‘why’ visit
2
roll out
Develop a style guide that ensured consistent usage of the new brand across all marketing outputs
3
develop
A tourism toolkit to ensure operators from across the region could leverage the new brand
Our Response:
After a discovery session to diagnose the problem, we established that we needed to create:
– A new consumer logo
– A new consumer-facing destination name
– Style Guide with cues for all visual and written content
– Tagline for use in marketing and the destination
– Brand Story to unify the destination with core themes
– A marketing action plan, including content pillars
– A toolkit for industry to leverage the new brand
The Results:
Transforming the brand to a brand that is easily recognised and represents the full region.
The Brief:
We were engaged by Carlsberg to restart their inactive social media channels and grow their following, while still contributing towards the brand’s overall goals of increasing awareness and driving trial of their products.
1
restart
Dormant social media channels
2
drive
Trial of products both in bars and via distributors (bottle shops)
3
increase
Awareness of the product in the international beer market
Our Response:
After creating a strategy, we looked at three major above-the-line activities they had planned, working out how to leverage further with their digital content. We provided the digital lens to the following campaign activities:
Carlsberg x Liverpool FC: Carlsberg reached 30 years sponsoring Liverpool FC and to celebrate this, they released limited edition cans. We aided in the announcement and release of these cans via social media competitions, social media ads and content calendars while ensuring all content was checked by the Alcohol Industry’s regulating body; ABAC.
Carlsberg 175th Anniversary: Carlsberg was celebrating a milestone – 175 years of operating. We identified this milestone created opportunities to grow the social media channels, generate awareness and drive trial via a social media campaign. To celebrate their birthday, we facilitated a giveaway of 175 items with the entry mechanics being to follow the account (grow the channel’s following) and tag a friend (use our followers as advocates to create awareness).
The Results:
Like all social media, it’s the marriage of organic and paid content that generates the best results. Accordingly, when paired together we were able to generate over one million impressions.
The competitions we ran held an engagement rate of 14% – social media gold for an account that hadn’t communicated with audiences for a significant period.
Over five months, we were able to achieve over 20% channel growth – so the brand has a larger warm audience to communicate with their always-on organic socials.
The Brief:
We were to develop a campaign that would drive awareness and encourage spend at clothing and accessory retailers in the Domestic Terminal and grow Brisbane Airport’s female audience on Facebook and Instagram.
1
Build
Awareness of the retail offering within the Domestic Terminal
2
GROW
The female audience on the airport’s owned channels
3
encourage
Spending at clothing and accessory retailers
Our Response:
We developed a campaign (online and on-premise) that ran across October and November 2023 and incorporated influencers, a user-generated content (UGC) competition, digital billboards, and organic and paid social media content.
The finale of the campaign culminated in a packing race held in the Domestic Terminal where influencers Lise and Sarah played the role of emcee and judge of four competitors (micro influencers) on their packing prowess.
The Results:
The results proved Brisbane was as interested in how others pack as we were when we created the campaign:
– We grew the airport’s channels by 450 female followers in just one month
– We reached a quarter of Brisbane’s population through the campaign
– 11 of the 14 reels produced exceeded the KPIs set, some by more than 100%
– Over a million people saw the campaign content
The Brief:
Our team, along with our project partner, Krista Eppelstun, were approached by Tourism Australia to join the National Experience Content Initiative (NECI) project and provide tourism operators on the Sunshine Coast and Fraser Coast with a suite of new imagery and footage. Our job was simple:
1
manage
Production timelines, workflows and organise shoots including talent
2
uphold
Relationships with stakeholders including tourism operators and State Destination Marketing Organisations
3
deliver
Over 50 shoots on time and budget
Our Response:
From November 2021 to September 2022, together with Krista, we produced, photographed and filmed 56 tourism operators, providing each with a suite of images, a promotional video and b-roll.
The tourism businesses we worked with included zoos, scenic flight operators, jetboats, jetski tours, libraries, whale watching boats, 4WD tours, skydive operators, mountain bike tours and plenty more.
Each had its own needs to consider when filming (weather, equipment waterproofing, flying operator filming angles, target audience for talent, drone laws etc.) which were factored into each storyboard and runsheet.
The Results:
You can now see our content in action in the image libraries for: Tourism Australia, Tourism & Events Queensland, Visit Sunshine Coast and Fraser Coast Tourism along with all 56 operators.
The Brief:
To create a campaign that inspired international travel to New Zealand through Brisbane Airport, and where possible incorporate commercial messaging (around parking, retail etc) to promote the freshly opened Trans Tasman bubble following border lockdowns due to COVID-19.
1
Build
Build awareness of the newly opened routes to New Zealand
2
calm
Calm audiences who were nervous about flying after years without travel
3
share
Share changes to the airport process following COVID-19
Our Response:
Create an omni-channel campaign that would both inspire travellers to consider an international holiday to New Zealand and make them feel safe and informed about the latest requirements for travelling from Brisbane Airport.
The campaign included:
– Blogs
– Billboards
– Social Media Tiles
– Social Media Reels
– Social Media Stories
– In-terminal decals
The Results:
See the campaign in action below.
We delivered:
– Campaign tagline & bespoke campaign logo
– Billboard creative for 24 billboard locations
– ‘NZ takeover’ on the @brisbaneairport channels for 7 weeks
– 12 Instagram guides created
– 5 curated reels
– 12 NZ inspired blogs
The Brief:
We were approached by CBCo. Brewing (previously Colonial Brewing Company) to create a social media strategy that would help them bring their new brand to life on social media. Their objectives were to:
1
Build
Awareness of the new brand to consumers.
2
Drive
Purchase of product in both venue and online.
3
GROW
An online audience following by showcasing the brand personality through content.
Our Response:
After conducting an in-depth discovery workshop where we asked all the tricky questions:
Why rebrand, what did customers love, what did they hate, what was CBCo. Brewing trying to achieve at a business level, we went away and developed a social media strategy that included the following:
The Results:
Our strategy was unanimously adopted by CBCo. Brewing to power their channels (including our recommendations to amalgamate content with their venue-partner channels).
Media Mortar training provided to their internal team in order for them to manage the channels direct with best-practice posting.
You can view the strategy in action here: @instagram.com/cbco
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