Hello!
These are a few of the marketing teams and brands I’ve directed in the last 10 years.
Click on ‘Projects’ in the top nav to view some of the other interesting 360-marketing initiatives I’ve led.
In the ‘About Me’ section you can find a bio, and a snapshot of awards and recognition that the cross-functional marketing teams and agencies I’ve led/founded/headed have won. A few personal achievements are in there but I wouldn’t have them without the support of my team.
Tourism Northern Territory & Virgin Australia
Strategy
Move the Northern Territory from the ‘bucket list’ to the ‘must do list’ by expanding conversational itineraries of activities and destinations to include more than just ‘see Uluru’ and ‘go to Alice Springs’.
Background
Customer research identified ‘experience seekers’ had the Northern Territory on their ‘bucket list’ of travel destinations, but they needed convincing that there was more to do and see in the NT than just Uluru and Alice.
The research unearthed that the NT was aspirational – stunning, spiritual, natural and cultural – but it was also one-dimensional.
There was also a lack of awareness regarding both the physical geography of the NT and the thing to do after you arrive. The biggest question on their minds was “After we see Uluru, what else can we do and what else is there to see?”
Solution
The creation of a new marketing campaign and platform to help travellers with their planning decisions when deciding when to go, where to go, and what to do when they arrived in the NT.
The destination website, travelnt.com was redesigned to include a greater breath of content, immersive videos and stories from different segment customers who had experienced all that the NT had to offer. Articles from travel agents and stories from locals were also featured on the website and across social media to inspire travellers.
An intuitive planning tool that dynamically created itineraries based on the length of your stay helped planners design their perfect NT adventure and itinerary.
For the digital campaign a ‘Do the NT’ video featured across YouTube and dynamic creative digital display promoted the new website and featured flight information of Virgin Australia as a destination partner and matched pricing and departure dates with specific departure locations of online placements.
The online advertising featured a content management system that made the content editable for the marketing team at Tourism NT allowing customised offer-based-pricing.
Results
Exceeded Tourism Northern Territory bookings target of 3,000 bookings by 408%
30,054 unique users explored the ‘Do the NT’ Tourism Northern Territory platform during the campaign period (77,120 pageviews / 33,415 sessions)
230 page bookings directly made through website
ROI from marketing campaign of 3:1 (production + media spend : bookings revenue)
Man vs Nature with Bear Grylls
Strategy
Launch the new range of Nature’s Own vitamins by challenging Bear Grylls to try to source the same amount of nutritional supplements from nature as he could get from Nature’s Own packaged vitamins.
Background
Nature’s Own are the flagship vitamin brand of Sanofi. To launch their new brand, range of products and packaging across Australia they required an integrated campaign that would improve the perception of the quality and potency of their vitamin range and educate customers on the new packaging and scientific benefits of their products.
Solution
Partnering with ‘Man vs Wild’ celebrity Bear Grylls, the strategy was to create a marketing communications platform that challenged Bear to source the same amount of vitamins from the wild as was found in a single dose of Nature’s Own.
Three TV and online advertisements were produced - one for each of the new category products. YouTube pre-rolls and digital display extended the reach of the campaign, along with high impact digital, point of sale, a new digital platform with personal profile quizzes and recommendations from nutritionists.
Results
Ad Tracking scoring provided by Millward Brown:
Highly involving: top 1% of all ads in Australia
Involving, distinctive and interesting: top 3%
Really different to other advertising: top 5%
Persuasion and credibility built by 2 key messages:
• Scientifically formulated
• Best of nature and science
Digital campaign scoring provided Google:
43k visits to the site on the first week: a month’s worth of traffic!
Visitors the the website spending more time on the advertised pages:
• Fish Oil: + 2min 18sec
• CSA: + 2min 19sec
+55k views in Youtube in the first 10 days
Exceeded Sanofi website traffic and click-through targets to sales partner websites (Chemist Warehouse and Priceline) by 17,000 visits (140%)
Sales results provided by Sanofi (AU)
Record sales of new products in the 2-weeks following the campaign (+18% lift in sales vs 2-weeks prior to the campaign)
ROI from marketing campaign of 2:1 (production + media spend : increase in sales revenue of products featured in the campaign)
Australia Day for NSW Australia Day Council
Strategy
Amplify the best parts of Australia Day across social media by creating a live news team for the day to host, interview and engage with content, people and personalities.
Background
There are over 600,000 social media conversations about Australia Day that happen on the day. These range from celebrations through to questions regarding public events, and even the odd complaint. The challenge was to firstly understand, then respond to the most important conversations happening on the day on behalf of the Commonwealth Government and The Australia Day Council.
Solution
With such a huge volume of conversation, I managed the set up of a real time social media newsroom. Into the newsroom I brought key stakeholders from the Australia Day Council, a team of community engagement specialists, and content creators, and sent three roving content creation teams, photographers and videographers across Sydney, Brisbane and Melbourne. Knowing that Australia Day is a celebration for many, but a time for reflection for many more, and the high profile nature of the event, a detailed risk management plan was put in place to ensure policies to handle emergency and tricky situations were ready, and to ensure policies were in place to engage with emergency services need be.
On the day, content was produced in real time - responding to trending events, adapting content from the community, and editing video and images from the team of roving photographers and videographers.
A team of five community managers performed customer service as a baseline, ensuring top rated voices and personalities and influencer content was amplified and supported - increasing increase the event’s reach, performing targeted outreach, and monitoring influential social users conversations to increase reach and engagement.
Results
4,200 unique one-to-one conversations with public figures, personalities and influencers were amplified on Australia Day
110,000 engagements and over 8- million impressions from the content generated by the live news room throughout the course of the day
$0 paid media spend
Nature’s Own & The Block
Strategy
Prove that vitamins improve performance by challenging competitors of the ‘The Block’ home renovation show to track their endurance, stamina and quality of sleep throughout the series.
Background
When Nature’s Own became a major sponsor of Channel Nine’s The Block, we wanted to do what no sponsor had done before - create a tangible link with the show’s content and product. In other words, transform passive TV viewers to active explorers of the Nature’s Own product range.
Solution
In a TV first, the show’s contestants were given wearable tech that tracked their bodies’ reaction to the stresses and strains of the show, including blood pressure, heart rate, steps taken and sleep quality.
This data feed was represented graphically through dashboards on the Nature’s Own website and also captured the contestants GPS locations and briefed our content creators to create visual infographics to share with consumers at home through on air graphics during the program, on The Block website, and on Nature’s Own and Channel Nine social channels.
To maintain momentum and drive interest, a weekly blog also outlined the key events in the show, with interviews with the contestants and suggestions on how Nature’s Own health supplements could help overcome their physical and emotional challenges.
Results
The campaign exceeded targets for new member acquisition into our CRM ‘Health Hub’ and we saw a record increase in website traffic and engagement with the brand across The Block and Nature's Own social media channels:
The Block ‘Nature’s Own Challenge’ branded ‘special 7-hour challenge!’ gave the TV show contestants the chance to win additional money for their renovation.
Steve and Chantelle won on overall performance, and also went on to win the entire ‘Fans Vs Faves’ season scoring an all-time Block record for their auction price.
AMF Bowling Movie Blockbusters
Strategy
Get parents and teens to combine their school holiday movie experience with a few games of ten-pin by showing that the blockbuster moments of movies can be experienced while bowling.
Background
Blockbuster movies are released in the school holidays and are tied to feel good moments and emotions. For this national AMF Bowling school holidays campaign, ten-pin bowling and the moments you can experience at AMF were positioned as movie blockbusters and placed as cinema advertising, as YouTube ads before movie trailers and across outdoor bus advertising.
Solution
AMF’s ten-pin bowling centres were primarily positioned around shopping malls with movie cinemas. Facebook community polls also suggested that bowling was something most people associated with the movies.
AMF required a campaign that would resonate with families, young adults, teens and kids, and that would drive customers to consider bowling as an addition to school holiday or weekend activities.
We took this knowledge and combined it with the consumer insight that ‘bowling lets you be your silly-self’. The “Moments’ campaign celebrated the magic movie-like moments that everyone has while bowling and included all-time classic moves such as the “pistol fingers” and “down-low-too-slow”. ‘Moments’ was rolled out across TV and cinema, outdoor and digital.
Results
Record number of lanes reserved across all Australian states leading into and during school holidays.
Group record for AMF Bowling marketing team in brand recall following a national campaign.
Lorna Jane Active Nation
Strategy
Transform the following of a sports fashion label into a community of engaged fitness advocates by empowering everyday women to share their fitness experiences and goals with their friends on Facebook and Instagram.
Background
The challenge was to motivate Australian women to change their attitude towards fitness.
Lorna Jane’s business needed to evolve it’s offering and expand to outgrow category challengers. The brand needed to evolve from being a retailer of sports wear, to a being multi-service fitness lifestyle. To do this we first commissioned research company Roy Morgan to conduct a poll revealing that while Australian women wanted to live active lives, over over half did no form of exercise.
We then motivated the nation to become more active by downloading a mobile utility, and by providing inspiration and motivational tips, running routes and celebrity endorsement.
Solution
At the heart of the platform sits Lorna Jane’s social media community, voted as BRW’s ‘Most Engaged Community in Australia’ with over a million Facebook fans, 22,500 Twitter, and 242,000 Instagram fans.
Enabling users to track their daily activity, share it and get rewarded for their effort, the Now Move It mobile app become the #1 Health and Fitness app in the App Store and now includes innovative new features including badges and personalised push notification voice-coaching.
Results
number 1 within the app store for Health and Fitness within 1-month of launch
over 220 downloads and 2.7 million website visits within the first 12-months
daily inspiration, fitness and nutrition tips and personalised fitness coaching through a mobile app.
App Store and now includes innovative new features including badges and personalised push notification voice-coaching.
1 million Facebook fans added to their fan base during the first 12-months of ‘Active Nation’ (from $0 advertising dollars!)
Become an Uber One Member (Japan)
Strategy
Get Uber users in Japan who don’t think they would use online food and grocery delivery to join the subscription service by showing them that unlimited, reliable, free delivery allows you to do better things with the limited space in your home or office, than store food and other essentials.
New Uber One Membership Launch (Taiwan)
Strategy
Get Uber Eats customers in Taiwan who mostly use Uber for food delivery to realise that the Uber Eats membership program also gives them benefits when riding in Uber taxis or when ordering things like groceries and alcohol by showing them that one membership now includes discounts across all Uber services.
Children’s Panadol
Strategy
Get mums and carers who are uncertain on the ways to treat their children’s pain and fever to turn to Children’s Panadol for fast, effective relief by empowering them with helpful advice, confidence and knowledge about the science behind the product’s gentle formula.
