Marketing

Keep Left’s 2020 Q2 in Review

· Client updates, Marketing, Public Relations

We’ll skip the niceties — this quarter has been rough. The pandemic that shall not be named has knocked us all for six, but there’s something to be said about adversity and what it breeds.   

This shift in paradigms made us produce innovative campaigns on timelines we didn’t think were possible, tallying reach numbers and Impact Scores as unprecedented as the climate. 

All our successes over the past few months come from working with people we’re proud to plop our name beside — internally and externally — on stories we enjoy. And we think some of the fun and Aussie larrikin spirit shines through in the ideas we and our clients brought to life.  

For a taste of what we mean, let’s start with the puppies… 

Guide Dogs Australia

PR / Digital Marketing / Virtual Event Management

Being forced to pivot doesn’t mean you’re forced to compromise. Our celebration of International Guide Dog Day (IGDD) with Guide Dogs Australia is testament to that.  

The event is our opportunity to celebrate Guide Dogs and raise awareness for the important work they do. This year we planned for a grand event — but not a pandemic. We had to shelve our first idea and think fast.  

Enter: Zoom. Both the conference call platform helping many of us through COVID-19, but also a newborn puppy. When Zoom the Labrador puppy was born, we saw it as the perfect idea to introduce the world to him, and his profession, virtually.  

We brought IGDD to an international audience via an online puppy party. People logged on for a midday hit of cuteness and in the process learned the events importance from our panellists.   

Media outlets loved the idea and coverage was extensive. Morning news, evening news, print — you name it. Along with the 2000 live viewers, nearly 400 publishers and channels covered the story giving us a cumulative reach of 90 million people.  

Lateral thinking made this one of our most successful IGDDs yet, raising much needed awareness for the crucial work they do – and brightening the public’s day while doing so.  

NEFF Kitchen

Social Media / Content Production 

Half-baked ideas aren’t our strong suit. But ideas that involve delicious treats baked using some of the finest German engineering — piece of cake. This year we indulged ourselves with our most successful NEFF Best Bake Competition yet.  

With everyone already honing their baking skills with iso sourdoughs, a climate for a great bake has never been better.  

And with over $25,000 in prizes, including a luxury Blue Mountain escape, NEFF appliances, and baking packs from Le Creuset and Gewurzhaus, it was the perfect culinary storm. 

The results?  Almost 1000 people entered by uploading picture and recipe for their best bake, with 465 entries coming as a direct result of our Facebook adsThey say the proof is in the pudding, well with 20,275 people visiting the competition landing page, 2,289 completed video views and a total reach of 245,184 people, the numbers are just as sweet. 

HERE Technologies

Public Relations / Content Production

HERE Technologies are a ‘behind-the-scenes’ company. It’s unlikely that you’ll have their maps in your phone, but they power around 70 per cent of embedded navigation in Australian cars, including Audis, Mercedes Benzes and BMWs.  

This quarter, we helped HERE launch two important, timely projects.   

HERE WeGo provided vital help to small business owners, enabling them to run their own delivery software without cumbersome build costs. In fact, because of COVID and sweeping customer demand, HERE WeGo was made free for a limited time. 

Customers were able to adapt business plans without footing a commission bill from delivery partners and stay functioning during a time they otherwise may not have.  

Sydney cafe owner Robert Reid told Dynamic Business of the doors Here WeGo opened for them: For six years we were all about coffee, homemade bakes and brunches… never did we think we would be an online grocery business! But it’s been a great way to continue supporting our local suppliers and keep our cafe afloat.” 

The other project was Where to From HERE, a report that mapped New Zealand traffic attitudes and gave insight into how the pandemic was affecting commutes.    

We scored an exclusive feature in the NZ Herald, the country’s largest paper, featuring interactive maps demonstrating HERE’s findings, and secured comment with HERE Aus/NZ director, Daniel Antonello. The glowing article helped Kiwis understand commuting during COVID, and presented HERE’s unique capabilities to a huge audience; print reach was a tidy 477,000 and online reach was a staggering 7,910,000 

Riverina Fresh

Public Relations / Virtual Events / Video

If you ever wanted an example of why great ideas spread quickly, it’s Riverina Fresh. Their company values came to the forefront during COVID-19 when they highlighted the importance of supporting local business.   

Our integrated PR digital campaign championed cafe owners innovating during COVID. Working with Riverina, we conducted interviews with baristas and cafe owners to hear about how the community had supported them in lockdown. Aussie ingenuity was at the forefront, and owners had great praise for Riverina’s role in helping them pivot to grocery sales and in turn keep the doors open.  

This is footage from our ‘Home Ground’ industry round table which streamed on Facebook.  

The good ideas didn’t stop there. Our partnership with Riverina also saw a creative UGC campaign come to life in the #HomeBaristaChallenge. Those perfecting their homemade brew during iso sent in imaginative videos to compete for a beautiful La Marzocco. We met young baristas, we met slick baristas, we… well, we’ll just show you: 

The results? A combined audience reach of nearly 15 million and an Impact Score of 84.5… now those are results we could shout until the cows come home.  

Saxo Markets

Public Relations

Saxo Markets is a trading company that brings multi-market access to users of all sizes. They’re new to Australia, but in the short time they’ve graced our shores we’ve done big things. 

So far we’ve averaged more than one key piece of coverage per week, with some highlights being the Saxo Rewards loyalty program featured in Financial Standard, Saxo’s impressive Q3 outlook covered by Sky Business Weekend and Money News, and Australian Fintech outlining Saxo’s Exchange Traded Options.  

We also helped showcase Saxo’s international experience thought leadership, with Saxo’s CEO, Adam Smith, telling Investor Daily how open banking may shape the future of investment.  

With all this done in such a short (and not to mention testing) time, we’re excited to continue amplifying Saxo’s message to a local market. 

Charter Hall

Public Relations

We’re immensely proud of Charter Hall’s communications this quarter. And with an average impact score of 78, and audience reach of 8.55 million, you can’t blame us.   

A winning comms strategy has shone light on Charter Hall’s stellar performance. Their achievements in the 2020 NABERS Sustainable Portfolios Index were recognised by The Fifth Estate, and the development approval of its visionary Westmead Innovation Quarter precinct was shared by The Daily Telegraph.  

We’ve worked with Charter Hall to position their spokespeople as leaders in the Australian commercial property sector, and their professional insights were particularly helpful during COVID-19. Head of office development, Andrew Borger, contributed to The Urban Developer’s Workplace in Focus webinar, and head of operations, Lorraine Lee, shared her insights with Facility Management Magazine on the importance of data-driven building management.

Coming Up…

With Q2’s projects signed, sealed, and delivered, we’re looking forward to tackling the next half of 2020 with just as much gusto — and with restrictions ramping up in Victoria, we’ll need it.

We’ve got some big announcements coming up, including a programme launch with environmental services company GreenCollar, a virtual event for PAWGUST, and exciting developments on our Impact Score… stay tuned.

Coronavirus COVID-19 apple ad

Why all Coronavirus Ads Look the Same and How Yours Can Be Different

· Marketing, Strategy ·

We’ve all seen the research reporting that consumers want us to keep advertising to them during lockdown. And that’s great news for those brands that have the resources and budget available to do so. But there’s a problem, and it was highlighted by a video showing that Every Covid-19 Commercial is Exactly the Same.

The video cuts together the coronavirus advertising from over 30 brands and they are all startlingly similar — the same visuals, the same copy, the same sentiment. It’s quite astounding.

Yes, it’s admirable that brands like Apple, Facebook, FedEx, AT&T and Google – to name a few – have spent their advertising dollars sending message of hope and support to customers. But when everyone is doing it and doing it in exactly the same way, the message loses impact. It becomes less about connecting with customers and more about brands being seen to do the right thing. This homogeneity has no real value for the customer, and, it can be argued, very little value for the brand.

If you’re spending advertising dollars mimicking competitor messaging, look and feel, how is that helping your brand stand out? How is it helping your brand to create unique associations or bonds with customers?

Don’t let pressure to be seen and heard by customers trick you into parroting platitudes. Before reaching out, think about whether your message makes sense for your brand.

It’s true the consumer psyche is changing, and brands are responding to the current need for safety, security and comfort. It makes sense to go out with messaging that says ‘we care’ and ‘we’re with you’. But responding to the consumer psyche is just one half of the picture.

The real question marketers should be asking themselves is ‘how?’ How does your brand care? How is your brand there for its customers? We’re past the point of bland motherhood statements. Now consumers are looking for real-life value. They’re settling into the norm of social distancing and looking for something new.

To find the value you can add, you have step away from the consumer and go back to the fundamentals of your brand. What can your brand offer that is authentic and true, and how can that add value to customers’ lives right now?

It’s the brands that first understand themselves that will cut through and connect, because they’ll be looking within for inspiration and their communication will be unique and true.