2017 was full of bad news.
And young people were sick of it.
We set out to show them there was still plenty
to smile about in Australia by turning our
country into the news network the world
needed. A network focused solely on
reporting all the good news from Australia.
We enlisted high profile news anchors, launched a
world-first content partnership with Buzzfeed and
broadcast the first news story live to the world from the
top of the Harbour Bridge.
and $3m+ in earned media
coverage, we generated over
new leads in travel enquiries
through youth travel partners.
With internet culture moving at the speed of share,
Fanta needed a serious dose of originality to stay
relevant with its teen audience.
the biggest teen
of the year:
We did this by introducing
Australian teens to...
a fictional Soundcloud
rapper we created,
mashing together the
biggest teen cultural
trends of the year with
the most loved rituals
of Halloween. We
created an original track
and video clip, which hit
We also worked with teen influencers to create
Halloween inspired content like spooky makeup
tutorials and spine-chilling recipes.
Needless to say, teens heard us. We achieved a
+4 point uplift on Facebook and +8 point uplift
on Snapchat for brand association between Fanta
Through its dedication to
game-changing innovation, Dyson
has the ambition to become the
most recommended brand in the
world. To help achieve this,
to develop an influencer strategy
that would deliver an ongoing
stream of advocated
To ensure we were partnering with genuine lovers
of the brand, we removed all payment, instead
offering Co-makers product and experiences.
In 2019 we created even deeper relationships with
a number of the super fans engaging each for the
long term. Whilst the core focus of our activity is
to drive recommendation, roles for the program
include everything from content creation
producing over 2,750 posts and
25,000 comments of which 40%
were attributable to the brand.
This has all contributed locally
to a 40% Y.O.Y
increase in sales.
Most Australians have no idea of the number of ways in
which engineers make our life better. From WIFI to wine
casks, many feats of engineering have been invented
right here on our doorstep.
So we set out to show Australians how engineers help
change our world.
We surfaced three stories of
three very different engineers
doing game changing work
and brought their work to life
through a superhero style
content series called,
The campaign was a huge step
for Engineers Australia to
attract young people to the
industry via social.
For many Aussies, leftovers are
uninspiring. There's the hygiene
factor, the perception of being less
flavourful and boredom.
We discovered that we've
officially developed a
Fear of Leftovers,
We set out to uncover the
extent of FOLO in Australia and
provide easy Lamb solutions,
hacks and recipes to overcome
We became news by tapping into the
topic of food waste and showing that
our neglect for leftovers was also
contributing to this issue. We then
demonstrated how lamb leftovers
scientifically taste better the next day
to help us position Australian Lamb as
the solution to overcome FOLO.
We engaged foodie power couple
Darren Robertson & Magdalena Roze
to create three delicious lamb recipes,
each with three easy hacks,
to help turn leftovers into lunch or
dinner the next day.
A strong, ownable suite of assets -
research, talent, recipes,
influencers – helped us generate
streams of positive media coverage
positioning Australian Lamb as the
solution to FOLO, while influencers
and social generate
Many Australians assumed that
the Coke they knew and loved
was made in the US and shipped
How wrong they were. The truth is,
it has been farmed, sourced, bottled
and distributed in Australia for 80 years.
To celebrate Coke being Aussie made,
we embarked on a campaign to share the
stories of the nation's biggest Aussie Coke
fans - the memorabilia collectors.
We created a made-for-social documentary,
which we published across Facebook,
Instagram and YouTube.
We also flipped the Coca-Cola logo upside
down on our Facebook page in a nod to our
heritage Down Under and the post went
gangbusters, organically reaching over three
million Australians, proving that simplicity
has the biggest impact.
it is the most shared
post in the history
Your Right is
Maurice Blackburn is Australia’s
leading social justice law firm, but
no one knew it and worse, no one
cared. We needed to shift
negative perceptions of the legal
category to cement the firm as
one that fights for a
fair go for all Australians.
We developed an integrated campaign,
‘Your Right is My Right’, kicking off with a
powerful 60-minute film for TV and cinema.
We engaged a range of people who had a story
that deserved to be heard, from Maurice
Blackburn clients and refugee lawyers to high
profile social justice advocates like Cathy
Freeman, Peter Greste and Carlotta.
In an Australian first, we partnered with
New York storytelling outfit, The Moth, to help
these people craft their experience into an
This manifested in a live
storytelling event, a podcast series
with Mamamia, a media
partnership with The Guardian
and a national PR and a social
Through the power of
storytelling we showed
Australians the importance of
fighting for the rights of others,
as much our own.
The campaign shifted brand perception, with
a 29% stronger link to fighting for social justice,
and it delivered a
increase in new
of the Day
is the major supporter of the
the Year Awards,
however awareness of the
sponsorship was low.
So they launched ‘Australian of
the Day’ – an eight month
initiative that shared a daily
photo ofan everyday person
making Australia extraordinary.
We were tasked with ending the
eight month initiative with a bang.
They needed a big idea that would
generate mass media coverage.
So, we engaged one of Australia’s
most respected film directors
The Inspiring Story of Us, a
23-minute film celebrating the lives
of our Australians of the Day, from a
unique perspective – their own.
The film was a
to see in
increase in brand
Qantas liked the film so much,
they even played it on their in-flight
entertainment - for free.
Most importantly, we turned
everyday Australians into film stars,
giving them a platform to share
their extraordinary stories.
To engage a younger audience about the benefits of the National
Broadband Network, we needed to talk about how connectivity
to the nbn™ would benefit them personally. We used social
listening to identify that music was a huge passion point with this
audience. Upon further digging, we found that fast, reliable
internet was crucial to how young musicians were creating and
sharing their music.
So, we formed the
We found three up-and-coming musicians
from all over Australia who were using the
internet to make music and we challenged
them to write and record an original track.
They could never meet face-to-face.
Six thousand square kilometres separated
them, so they came together virtually to
create the track, made possible by their
connection to the nbn™.
48 million people were reached across the campaign,
generating more than one million views of the band’s UGC
content and averaging almost five minutes dwell time on blog
posts. PR also saw influential metropolitan news, broadcast and
music publications driving the virtual band message.
65% of people who saw the campaign content took action
afterwards and nbn received
sentiment uplifted by 13% – a huge shift for a one
off campaign with a limited media budget.
The virtual band highlighted that when you’re connected to the
nbn; it doesn’t matter where you live, you can still be creative
Virgin Mobile was all about giving customers a fair go,
but they were outspent by their competitor's
advertising dollars by 4 to 1. We needed a way to
stand out, without spending too much $$$.
So rather than pay for a big name
celebrity to endorse the brand,
we decided to give someone else
a fair go...
Brother to one of the biggest celebrities on the
planet and not famous at all. We decided to
make Doug the face of Virgin Mobile -
the celebrity endorsement we believed
Our Fair Go Bro campaign was
in their 12 year history. Generating hundreds
of earned media articles in Australia and
around the globe. Campaign content received
more than 2 million reviews and half a million
people visited the campaign website.
Most importantly, we tracked a
spike in awareness
for Virgin Mobile.
It's no secret Aussies love
chucking a sickie. And when we
looked into it further, we realised
that people were consistently
Googling the best ways to
pull it off.
So we set about showing Aussies
that there's no better use of a
cheeky sick day than to enjoy
perfect health on the ski slopes
We recruited comedian
Dan Ilic to create the
Aussies how to
chuck a sickie.
Just one creative phone
call to your boss and
a quick trip over the ditch
to enjoy some of the
best powder in the world.
The results were... contagious.
Hero content received 1.3 million
views with a
cost per view
we landed over 100 earned media
hits and smashed campaign KPIs
James Boag is an iconic Aussie
beer. But one that needed to up
its reputation as a premium brand.
Equipped with a brief to utilise
Boag’s Melbourne Cup
sponsorship to increase brand
perceptions, we took a somewhat
original approach and rather than
just adding more celebrity faces
to race day, we created a
Never heard of one?
Let us explain.
Since 1881, James Boag has been brewed in
Tasmania with 100% local ingredients. A land of
rugged landscapes, exposed to the elements and
recently, a reputation as a cultural hotspot for art,
music, food and of course, beer.
We shared our unexpected symphony with a pool
of media and influencers in the wilds of Tassie before
unveiling the Meteorphonium to the public at the
Melbourne Cup James Boag marquee.
Here it again transformed local elements into a
musical masterpiece. And in doing so, captured the
world’s attention. And taught them a new word.
James Boag was back
on the cultural map.