Campaigns
Not all campaigns are created equal, and we pride ourselves on making sure yours stand out.
We love creating omni-channel campaigns that hit your target audience with accuracy, no matter where they are consuming media.
The Service
Launching something big?
Want to attract new audiences?
Need to be positioned differently?
You need a campaign.
Every campaign for us starts with strategy – and we balance creative execution with strategic outcomes to ensure your work delivers more than just a punchy tagline.
As a business, we’re as proudly creative as we are process-driven, which we think is the secret sauce when it comes to creating campaigns that convert.
Whether you’re trying to launch a campaign on the small screen, or wanting to go something activated both physically or digitally, we’ll see the campaign off the page from concept to completion.
If you have a campaign brief, we’ll start with that – or better yet, let’s have a chat to diagnose the marketing problem – and then we can help find a solution.
The Process
1
STRATEGY
Every campaign starts with a strategy to make sure the tactical elements connect you with where you are now and where you want to be.
2
ideation
With a clear understanding of who you are, and what you’re trying to achieve, we set to work on creative ideas.
3
roll out
With our background in content marketing aka the glue that binds any omni-channel marketing campaign, we’re well versed in bringing campaigns to life.
4
reporting
To make sure each campaign builds momentum on the one before it, we report heavily on the insights learnt from campaign execution.
See it in action:
Want a case study with that?
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:
Following the devastating impacts of TC Jasper and its ongoing impacts on water supply, our team was asked to deliver a water campaign that would help navigate both the community and visitor economy through Level 4 water restrictions during its busiest tourist season, Easter.
1
PLAN
A clear communications strategy with key messages and stakeholders identified
2
CREATE
A toolkit of assets so every operator had all the facts to hand about the availability of water
3
Design
A suite of collateral including infographics that explained the critical question – why if there’d been so much water, was there none to go around
Our Response:
We started with a communications strategy and plan to anchor all messages, gain clarity on FAQs and identify subject matter experts in the region.
This served as the foundation for all campaign materials and helped anchor the campaign tagline “Preserve Paradise” which was used on all campaign assets.
To expedite the distribution of this information to both the community and visitors, we created campaign assets including factsheets, in-room cards, posters and social media tiles to share what you as both a resident and visitor could do to preserve the region’s life source, water.
The Results:
The campaign materials were distributed to both community and visitors ahead of the peak Easter break in 2024.
This included:
– Logo Device
– Factsheets
– Posters
– Social Tiles & Captions
– In-Room Signage
– Landing Page for TC Jasper housing the creative
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:
Feeling the recruitment impacts following COVID-19, our team were invited in to assist Brisbane Airport Corporation’s (BAC) HR team to ‘show not tell’ why prospective employees should consider working at Brisbane Airport. The campaign timing was challenging as there was a record low unemployment rate in Australia and the airport needed to fill a large number of roles associated with terminal developments. Our response centered on these three things:
1
WHY
Prospective employees would work for Brisbane Airport
2
What
It’s like to work for Brisbane Airport
3
HOW
To create advocacy amongst existing employees to position Brisbane Airport as an employer of choice
Our Response:
Our work began with the core foundations of any campaign – strategy – wherein we developed a creative platform (tagline and campaign device) to anchor the whole campaign.
From there we underwent a content overhaul of the careers page which included:
– Updating of the careers website copy content to focus more on the future and included employee value statements
– Created long-form interview pieces to explain some of the flexible working arrangements in place for staff rather than gloss over them in a job description by simply saying “flexible working conditions”
– Creating a LinkedIn toolkit to assist in sharing campaign messaging and positioning the wider business to use LinkedIn to encourage Brisbane Airport to cement its position as an employer of choice
– A paid LinkedIn awareness campaign to underpin the entire campaign
The Results:
We developed:
– Campaign Device
– Campaign Tagline
– Longform editorial content about employees
– Paid social campaign
The Brief:
To encourage Australians to shop local following the devastating impacts of border lockdowns on The Murray, a region which straddles both New South Wales and Victoria, we created a campaign “Made in The Murray” for people to shop The Murray from their homes.
1
Build
Awareness for the makers and creators in The Murray region.
2
CONVERT
Sales for producers unable to connect with their customers during COVID-19.
3
CREATE
A shoppable platform with a longtail / legacy for the region.
Our Response:
The campaign saw over 30 x retailers listed online (visitthemurray.com.au) on a custom landing page and a social media paid campaign driving traffic to the page targeted at Sydney and Melbourne residents.
We crafted messaging that spoke to when you couldn’t visit The Murray you could still taste it, along with creative assets to link a geographically-diverse region with an even broader offering.
To achieve this, each Local Government Authority (13 total) were invited to submit up to 10 hero images of their operators for the creative execution. Working with our design team, we delivered over 100 pieces of creative to be used on Instagram, Instagram Stories, Facebook, email signatures, Facebook banners and e-newsletters, with the campaign device and tagline created by us, “Made in The Murray”.
The Results:
The paid social media campaign generated more than 10,000 clicks with a CPC of $0.29.
It reached over 240,000 individuals and finished with a CTR of 1.50%.
Most importantly, it generated sales for small businesses who had not been able to trade as a result of lock down!
The idea was so successful, it later became absorbed into Visit Victoria’s COVID-19 campaign “Click for VIC” and the products migrated to their digital platform and campaign.
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Media Mortar Office
43 Gloucester St,
Highgate Hill QLD 4101
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0411 085 226