Topthreepiecesofwork
1
BunningsWarehouse:
MakeItYours
Weworkedona newinfluencer
formatforBunnings.Inthis10-part
series,influencerstransformed
roomsinrealhouseswiththe
contentsharedacrossYouTube,
Instagram,Pinterest and more.2
Westpac
Westpacwantedtofinda new
waytoreachtheunder-25-year-olds.
Forthisagegroup,peeropinionand
recommendation is key. Our strategyfocusedonfindinginfluencerstotalk
candidlyaboutthemomentstheir
bankmattered.Thenewsfeedsof
16-24-year-oldswerefloodedwith
Westpacpostsandstoriesthatmade
bankaccountfeaturesworthtalking
aboutandrelevantintheireveryday
lives,reaching2.1millionindividuals,
witha staggering 115,000 Instagram
Storiesviews.3
EmmylouLoves
EmmylouLovesairedon
10 Peach during November-December2019.Itblends
traditionalTVwithEmmylou's
memorableInstagramStories,
takingherfansbehindthescenes
asshestrivestomakeherdream
a reality.Theshowincludes
pre-producedsegmentsfilmed
onlocationwitheverything
Emmyloulovesthemost,
suchascooking,beautyand
fashion.RetailersHouse,DFO
andWoolworthshaveallbeen
sponsors,aswellasCovergirl,
Bosisto’s and BetterYou.literallytranslatesintoreachingthree times more people for the same
dollarspentinamplification.What’sontheagendafor2020?
Anexcitingadaptationwesawin 2019 wasbrandsbringinginf luencers
intotheheartoftheirmarketingprogram.Brandsnowhavetwoto
threeyearsofworkingwithinf luencersinmoremeaningfulways.
Usinginf luencerswithina brand’soverallcontentplanisbecoming
morewidespreadora hybridofboth,suchasprojectsliketheBunnings
MakeIt Yourshouse.
Brandsarenotoriouslybadatcreatingcontentthemselvesthatcon-
nectswithanaudience.Practisedinf luencersstartandfinishwiththeir
audience’sinterestsatthecoreofwhattheyproduce.Nootherchannel
canclaimsucha personalconnectiontoitsaudience.
You don’t work in the midst of best practice content creation withoutgettinga deepunderstandingof
whatcontentworks.In2020,TRG
willbeproducinga numberof
creative projects,withseveral
confirmedwhichalsoputthemin
thedirector’sseat toproduce
morebrand-ownedcontent.I was
a produceronthefirstseasonof
[TVseries]EmmylouLoves, and
thesecondseasonwascommis-
sionedby 10 Peach,withseason
fouralreadycommissionedtoair
inOctober2020.Theshowblew
Network 10’s expectations of
viewershipandaudiencepartici-
pationviasocialmedia.Peopleandcultureinitiatives
We’dliketobecomea recognised
f lexible employer. During the
courseofa projectoryear,it can
verymuchfeelliketheinf luencers
themselvesareactuallypartofour
team.TheRemarkablesGroupis
mostlya remoteworkforce,allow-
ingouremployeesandcreatorsto
feedintoprojectsviatechnology
suchasBaseCamp,GoogleDrive,
Hangouts,Facetime andSlack,
whethertheyareworkingfrom
inner-cityMelbourne,theSunshine
Coast,regionalVictoriaorthesub-
urbsofPerth.Thisalsomaximised
face-to-facetimewithour creators
around the country.Thestrategyforclient
Westpacfocusedon
targeting 16-24 year olds.http://www.adnews.com.au|March 2020 25