A RE-IMAGI #BRANDFUEL CASE STUDY: FINDING THE AUDIENCE AGENDA FOR STATE TRUSTEES

WWW.RE-IMAGI.CO | HELLO@RE-IMAGI.CO | MELBOURNE. LONDON.

HOW RE-IMAGI WORKED WITH ACCELERATOR (A MELBOURNE BASED CREATIVE AGENCY) TO HELP

STATE TRUSTEES TRANSLATE AN OFFLINE BRAND CAMPAIGN INTO A SOCIAL OPPORTUNITY, AND GROW A DIGITAL CAMPAIGN BEYOND JUST

AWARENESS, BY 25%

IN SEP 2015, STATE TRUSTEES VICTORIA A FINANCIAL & LEGAL END OF LIFE SERVICES COMPANY LAUNCHED A BRAND CAMPAIGN TO SHIFT PUBLIC PERCEPTION OF THE COMPANY FROM BEING ASSOCIATED WITH DEATH, TO LIFE.

EXECUTIVE SUMMARY (1)

CHERISHED THINGS CONSISTED OF A SERIES OF EMOTIVE SHORT FILMS THAT ENCOURAGED VICTORIANS TO SHARE STORIES ABOUT THE THINGS THAT MATTER TO THEM, WHILST THEY WERE STILL ALIVE.

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HOWEVER, BEYOND ASKING VICTORIANS TO WATCH THE CINEMA AND ONLINE VIDEOS, THERE WAS VERY LITTLE CALL TO ACTION OR WAYS TO HELP PEOPLE UNDERSTAND HOW THEY WERE EXPECTED TO ENGAGE IN THE CAUSE.

RE-IMAGI & ACCELERATOR DEVELOPED A DIGITAL STRATEGY TO GROW THE CAMPAIGN FROM INSIDE-OUT BY ASKING EMPLOYEES TO CONTRIBUTE THEIR OWN STORIES. WE ALSO CREATED A MEASUREMENT FRAMEWORK TO CONSOLIDATE ALL ACTIVITY.

AS PART OF RE-IMAGI’S #BRANDFUEL PROGRAMME WE WERE ABLE TO TO FIND THE BIGGER PICTURE OPPORTUNITY OF THE CAMPAIGN AND BUILD A FUTURE STRATEGY, - USIND SOCIAL LISTENING TO MAP THE PEOPLE WHO HAD THE HIGHEST PROPENSITY TO ENGAGE IN THE CAMPAIGN THEMES OF LEGACY & THE PAST.

EXECUTIVE SUMMARY (2)

BY UNDERSTANDING THE KEYS STORY AREAS THAT WOULD RESONATE, WE WERE ABLE TO FEED THIS BACK INTO THE FACEBOOK CONTENT & PLANNING AND ENCOURAGE ACTIONS FROM THE AUDIENCE THAT SUGGESTED A LEVEL OF CARE ABOUT THE CAUSE.

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ENSURING A SHORT-TERM CAMPAIGN WAS BEING USED TO TEST THE LONG-TERM OPPORTUNITY HELPED BUILD THE BUSINESS CASE FOR FURTHER INVESTMENT AND WORK TOWARDS A BIGGER PICTURE OF CO-CREATING THE CAUSE WITH THE COMMUNITY.

A 25% TOTAL CONVERSATION RATE FROM AWARENESS -> THROUGH TO PEOPLE WHO SHOWED THEY CARED (ACROSS PAID, OWNED AND EARNED (NON-UNIQUE USERS).

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DESIGN FOR ADVOCACY

THE SOCIAL EXECMONTHLY/

X11 PER YEAR

QUARTERLY/ X4 PER YEAR

ONE-OFF

1. DISCOVERY

2. FEED

5. ALIGN

4. CREATE

AT A GLANCE: A ONE YEAR PROGRAMME

Build a unique audience segmentation that offers detailed digital and social audience lifestyle trends so you know how, where, who and what each audience profile needs and their

changes of online/ real-world behaviours each quarter.

A monthly social measurement report card & x1 monthly creative opportunity de-brief (x11 months)

Data-led trend & audience planning workshops to build the quarterly social content roadmap & outreach strategy.

BE A BIGGER PICTURE BUSINESS

3. BUILD KNOW THY AUDIENCE

QUARTERLY/ X4 PER YEAR

MAP MY UNIVERSEONE-OFF A one-off social intelligence research deep-dive to

benchmark where you are now and highlight the key trends, opportunities and threats happening across your brand,

business, products, category and audience.

The kick-off to our BIGGER PICTURE BUSINESS programme by RE-IMAGI to define the bigger picture needs of your brand and business and co-create a roadmap together to move you

towards being a digital business, with a social mindset.

RESEARCH

REPORTS

REPORTS

WORKSHOPS

WORKSHOP

6. TRANSLATION & BUSINESS ACTION

#BRANDFUEL

1. CONTEXT 2. STRATEGY DEVELOPMENT

3. RESULTS4.

#BRANDFUEL PROGRAMME

COMPANY

LANDSCAPE

CAMPAIGN

CONTENTDIGITAL

MEASUREMENT

SOCIAL

AWARE

CARE

WWW.RE-IMAGI.CO | HELLO@RE-IMAGI.CO | MELBOURNE. LONDON.

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WE ARE BUILDING PEOPLE-INTELLIGENT BUSINESSES.

WWW.RE-IMAGI.CO | HELLO@RE-IMAGI.CO | MELBOURNE. LONDON.

TO LEARN MORE ABOUT #BRANDFUEL HEAD TO WWW.SOCIALBRANDFUEL.CO