2. The team
Damian Pincus
Founder/Creative Partner
17 years at TWS
Cate Mathers
Head of Strategy
7 years at TWS
Guy Patrick
Creative Director
8 years at TWS
Ruth Haffenden
Managing Partner
3 years at TWS
3. Brand Case Studies
25 minutes
Australia & Money
10 minutes
Introductions
10 minutes
50
min
Finish
5 minutes
Today’s agenda
15. Agencies Workplaces The Works
Tenure
(Years)
3.7
3.2
1.7
Let people go
and they’ll
never leave
“
”
16. Our Structure:
How is it different to other agencies?
CREATIVE THINKER
SOCIAL STRATEGIST
CONTENT EDITOR
DESIGNER
DIGITAL DESIGNER
PRODUCER
CREATIVE TECHNOLOGIST
PROJECT MANAGER
BRAND PLANNER
DATA SPECIALIST
CX LEAD
UX SPECIALIST
CONTENT CREATOR
DEVELOPER
DIGITAL PLANNER
CX PLANNER
BROADCAST PRODUCER
MEDIA PLANNER/BUYER
HEAD
OF
STRATEGY
CREATIVE
PROJECT
LEAD
CREATIVE
PARTNER/
FOUNDER
20. Belief Based Brands
Life’s better with a
pet but they can’t
look after themselves
that’s why we exist.
We believe in food as
real as the bond
people have with their
pets.
We believe everyone
has the ability to
make history.
Australian’s deserve a
refreshing alternative
to beer
You’ve worked hard for
your money you
shouldn’t have to work
hard to protect it.
25. CASE STUDY
Brand
Experience
Brand
Expression
+
PURPOSE
PHILOSOPHY
BEHAVIOUR
LOGOLOOK
LANGUAGE
EXPERTISEUTILITY
UNIQUENESS
HERITAGEFRIENDS
FAMILYTREE
IDEOLOGY - WHAT IS OUR BELIEF SYSTEM?
SKILLS-WHATAREWEBETTERTHANOTHERSAT?
COMMUNITY-WHATWORLDDOWEBELONGTO?
LOOK-HOWDOWEPRESENTOURSELVES?
W
HAT BELIEF GUIDE
EVERYTHING
W
E
DO?
FOOD
AS REAL
AS THE BONDS
PEOPLE HAVE
W
ITH
THEIR
PETS
HOW DO WE BEHAVE
THAT INSPIRES
OTHERS?
CONTINUOUS
QUEST FOR
IMPROVING PET
NUTRITION
W
HY DO
W
E EXIST?
BRING
THE REAL
FOOD
MOVEMENT TO
PETS
HOW
DO
W
E
IMPROVELIVES?
CONFIDENCETHAT
EVERYBOW
LHAS
JUSTTHERIGHT
NUTRITIONAL
REQUIREMENTS
WHATMAKESUS
DISTINCTIVE?
WEONLYUSE
INGREDIENTS
THATHAVEA
POSITIVE
IMPACTON
PETS
HEALTH
W
HATDO
W
E
MAKE/SELL
REALFOOD
NUTRITIONALLY
BALANCED
FOR
PETS
W
HATISOUR
AESTHETIC?
REALAND
RAW
REALMOMENTS
NOTSTUDIO
REAL
INGREDIENTS
REAL
BONDING
MOMENTS
WHATISOURTONALITY
ANDVOCABULARY?
PROVOCATIVE
SINCERITY
W
HATAREOUR
LOGO
/LOCK-UP
ASSETS?
SHIELD
BRAND
LINE
TYPEFACE
CAMPAIGN
LINE
KEYVISUAL
PACKSHOTS
W
HO
DO
W
E/
W
OULD
LIKETO
HANG
OUTW
ITH?
DOG
LOVERS
FITNESSAND
HEALTH
INFLUENCERS
W
HO
HAVEDOGS
QUALITY
BREEDERS
WHATISTHEROLEOF
OURPARENTOR
SIBLINGCOMPANIES?
MASTERPETARE
TRUSTEDPETCARE
EXPERTSWHO
GETPETSAND
OURUNIQUE
RELATIONSHIPS
WITHTHEM
W
HAT’SOURBACK
STORY?
KALAN
BLACKHAW
K
AND
HISOW
NER
DRIVETO
MAKE
BETTERFOOD
BY
LEAVING
OUT
INFERIOR
INGREDIENTS
FROM
THE
START
1. Belief => Purpose
2. Brand Character
3. Conversation Hierarchy
4. GTM
5. Brand Journey
26. Black Hawk Brand Character
EXPERTISE
UNIQ
FRIENDS
EE
IDEOLOGY - WHAT DRIVES US?
SKILLS-WHATAREWE
DDOWEBELONGTO?
BELIEF
PURPOSE BEHAVIOUR
HOW
DO
W
E BEHAVE
THAT INSPIRES
OTHERS?
Continuous quest
for improving pet
nutrition
WHY DO WE EXIST?
Bring the real food
movement to pets
W
HAT’S OUR BELIEF?
People feel good
about themselves
when they feed
good food. It
shows how
they
care.
WHATM
DISTIN
Weo
ingred
have
impac
he
W
HATDO
W
E
MAKE/SELL
Realfood
nutritionally
balancedforpets
W
HO
DO
W
E/
W
OULD
LIKETO
HANG
OUTW
ITH?
Doglovers,fitness
andhealth
influencerswho
havedogs,
qualitybreeders
ROLEOF
NTOR
G
IES?
tare
tcare
oget
our
e
hips
32. CASE STUDY
Brand
Experience
Brand
Expression
+
Expert Interviews Opinionator Stimulus Boards
Opinionator Qual Groups Conversation Hierarchy
Face to face with Prospectives Quant Survey
1. Belief => Purpose
2. Brand Character
3. Conversation Hierarchy
4. GTM
5. Brand Journey
33. CASE STUDY
Brand
Experience
Brand
Expression
+
Offering a 3kg for $10
eliminates perceived risk
By providing a month’s worth
of food the owner has to
transition their dog off their
current food - resulting in true
conversion
Try it
now
Every ingredient has
a health benefit. real
meat, real vegetables
no filler.
Loaded with meat
not with wheat.
Black Hawk is
Australian made.
Every
Ingredient
Matters
Our pet passionates
understand the
health benefits of real
food.
But they have
forgotten to apply
this philosophy to
their dog’s diet.
Join the real
food
movement
for dogs
Although shopping
behaviour appears
loyal, they are open
to switching.
Simply asking this
question triggers
doubts and motivates
them to evaluate
whether they’re
giving their dog the
best possible food.
Could you be
feeding your
dog junk
food?
1. Belief => Purpose
2. Brand Character
3. Conversation Hierarchy
4. GTM
5. Brand Journey
34. TARGETED ONLINE
USING QUANTIUM DATA
Use Quantium data to target those
who spend over $100 on pet care per
month.
GEO TARGETED OOH
TEST EDM + DM VOUCHERS
Place OOH near speciality retail,
farmers markets and dog parks in
areas where our profiled target reside.
Use profiled database to test voucher
mechanic (DM EDM) and understand
cost per conversion.
Use social custom audience and
cookies to continue to retarget
profiles target audience.
Consideration:
Target: Pre profiled - Nutritionally Aware Pet Passionates
RETARGETED DIGITAL, SOCIAL
CONTENT, SEM
POS + OFF-SHELF DISPLAYS
Secure off-shelf display and in-store
media. Supply training materials to
retail staff.
Trial:
Target: Nutritionally Aware Pet
Passionates - open to switching
MOONLIGHT DOG NIGHT
SPONSORSHIP + SAMPLING
180g samples to be distributed with
data capture initiative for retargeting
TV + OLV/CATCH UP
Air in shows that appeal to
‘nutritionally aware pet passionates’
Awareness:
Target: Nutritionally Aware
INFLUENCERS + ADVOCATES
Dog owners second most influential
source after vets. Leverage efficacy
stories and testimonials.
CASE STUDY
1. Belief => Purpose
2. Brand Character
3. Conversation Hierarchy
4. GTM
5. Brand Journey
Brand
Experience
Brand
Expression
+
35. COMMUNICATION TASK
GET: Grocery and specialty dog food shoppers
WHO: Currently shop by default
TO: Question their purchase behaviour
BY: Seeding doubt (without making them feel bad)
that their current dog food isn’t the healthiest and
positioning Black Hawk as a healthy natural alternative
MESSAGE HIERARCHY
LEAD WITH PROTEIN: Filled with meat, not with wheat
NO NO NO’s: No corn, no added sugar or salt, no fillers,
no nasties whatsoever (Claims TBD)
REAL MEAT/VEG: Nutritionally balanced for dogs
BENEFITS: coat, immune system, energy etc. (TBD)
SKUs: Show range - Now available in Grain Free
SIGN OFF: Every Ingredient Matters (Shield Logo)
INSIGHT
We’ve embraced the real food movement but we
have left our pets behind.
TONE OF VOICE
Provocative Sincerity
TARGET AUDIENCE
Nutritionally aware ‘Pet Passionates’
Pet Passionates are people who take time and care
to really nurture their pets. They like to think they
are giving their dog the best care possible. They also
believe in the health benefits of natural ingredients.
MEDIA
TV, Cinema, OOH, Social Content, Moonlight
Sponsorship (dogs allowed), Food Trucks
(sampling), In-store
SMP
REAL FOOD FOR PETS
BlackHawk Creative Brief
43. CASE STUDY
Brand
Experience
Brand
Expression
+
GROUND SWELL
BH users help others
understand the
benefits RFM
FEEL THE
BENEFITS
Flood of new users
notice the difference
RFM on their dogs
TAKE
ACTION
TOGETHER
Pet parents go
beyond food and get
active with their
dogs
CELEBRATE
THE RESULTS
Share tangible results
of the effect the RFM
has had on dogs
and their owners
IDENTIFY
THE ISSUE
Commission RSCPA
and AVA to conduct a
study to
substantiate the
problem
NOW MARCH-JUNE JULY-DECEMBER 2018 - BEYOND
1. Belief => Purpose
2. Brand Character
3. Conversation Hierarchy
4. GTM
5. Brand Journey
44. Very large headline
Subheading of presentation if required
* Source type style is used to show where your information came from. This should be the only copy below the bottom guide
45.
46. Win
Effie Award winner in 2017
Growth
Doubled
Facebook followers
RESULTS
42%Increase in product sales
From No. 6 to No. 1 in premium pet food.1
CASE STUDY
Making happier
humans.
….And dogs.
Brand
Experience
Brand
Expression
+
Increase in conversation volume
165%
62. RESULTS
Happier clientsHappier customers
2018 Effie Total market share growth
4.4%
Increase in NPS
+4%
Return on investment
207%
New customers
307k
Increase in consideration
11%
Prospects would now consider Optus
1.8mil
67. Acquiring soon to be and
new puppy parents into the
CRM programme.
The Challenge
68.
69.
70. Win
Effie Award winner in 2017
Growth
Doubled
Facebook followers
42%Increase in product sales
From No. 6 to No. 1 in premium pet food.1
Increase in conversation volume
165%
RESULTS
73. Acquire primary bank multi-product
customers from the ING savings
product customer base
ING DIRECT SPENDER SAVER | THE CHALLENGE
74. Taking customers on
a journey to become
primary bankers
ING Direct upon launching in Australia became famous
for its high interest savings product. Over a decade later
ING is still recognised first and foremost as a savings
intuition. As a result, approx. 70% of the customer based
only use this product.
The challenge was and still is to continue to move
customers from a single product holding to using ING
as their primary bank where they hold multiple product
holdings and deposit their salary each month.
To do this we had to find a way to engage with customers
to build a relationship (not sell) so they’d become more
receptive to ongoing cross-sell tactics that would
encourage them to bank more with ING Direct.
CHALLENGE
75. We developed a 12-month program of
work to help customers adopt the
bank-life-balance mindset so they can
enjoy more of the now without
sacrificing the future.
PHASE 1
• Profile the audience to understand
how they’re financially wired
PHASE 2
• Develop targeted x-sell based on
money type and financial goals
PHASE 3
• Reset their financial mindset with the
help of a Money Shrink
PHASE 4
• Foster a community of Money
Mindfuls who share Money Hacks
PHASE 1 – ARE YOU
A SPENDER OR A SAVER?
The Spender Saver quiz was primarily
designed as a data captured and
customer profiling tool. Allowing us
to profile the audience into the 8
financial behavioural segments while
capturing their top 3 financial goals.
The human psyche has a need for
self-awareness and identity validation.
People tend to triangulate three
questions when making sense of their
lives: Who am I? Who do others think
I am? And who do I want to be?
Personality style tests especially when
we share the results online, allow us to
think about all of those questions in fun
ways.
So we took our dry behavioural
segmentation questions a turned it into
a fun quiz to capture data and engage
our audience.
Are you a spender or a saver?
Take the quiz…
www.campaigns.ingdirect.com.au/
spendersaver
The Spender Saver Quiz ran over 12
weeks with $5k in cash up for grabs
each week. The quiz asked a series
of humorous and fun questions that
then profiles participants into one of
8 profiles.
We promoted the Quiz to customers
via owned channels EDM, banking app
and website. Then targeted those non-
responsive to email and prospect via
social: Facebook & Twitter. A social
content calendar was built to begin to
introduce the concept of bank-life
balance while continuing to encourage
people to complete
the quiz.
CREATIVE SOLUTION
76.
77. ING DIRECT SPENDER SAVER | CREATIVE SOLUTION
6. WE KNOW HOW TO BUILD CUSTOMER VALUE
78. 175kOur benchmark to beat was
68k engagements or 7.6%
engagement rate.
We achieved 175k entries
20%Engagement rate!
Smashing our KPI and
benchmark by 157%
DataThe data captured from
Spender Saver campaign
led to ING’s most targeted
and tailored cross-sell
initiative ever
2xKPI achieved with supporting
social content introducing
Bank-Life-Balance, proving
that our customer base show
genuine interest
RESULTS
80. of our clients gave The Works an outstanding happiness rating
81. A starting point for a great partnership
First rule - no egos
Be truly collaborative
Spend lots of time together
Be results focused
Be curious - question
everything
Be proactive
Be reliable
Be nice
Be transparent - have open
and honest conversations
(even the difficult ones)
82. Why The Works?
3.
A future proofed
philosophy
1.
=
Brand
Experience
Brand
Expression
A more efficient client
partnership model
2.
Efficient In house
production model
5.
An award
winning culture
4.
No egos & relationship
principles that work
6.
NO
EGOS
Strong Effies track record
of creativity and effectiveness
