Content Marketing Blog
2017 roundup 13 examples of the best marketing in Australasia

2017 roundup: 13 examples of the best marketing in Australasia

Merry (almost) Christmas and Happy (almost) New Year, everyone! 2017 has been a big year for us here at Castleford and – as always – we’ve been keeping close tabs on the marketing efforts of B2B and B2C businesses across Australia and New Zealand.

What have we noticed? In almost every industry, content is improving – an observation echoed by the Content Marketing Institute’s (CMI) 2017 report, in which 59 per cent of Aussie businesses reported being ‘extremely or very committed to their content marketing’.

We’ve seen some stellar examples this year. Here are a few of our favourites.

(1) #Outthink Melanoma 

Meet Watson – IBM’s supercomputer who can understand language, self-learn, interact with mountains of data and even reason. The Ogilvy team gave Watson a very big goal this year: to be able to identify melanoma with 91 per cent accuracy.

To do so, he’d need to learn – a  lot. Using the hashtag #outthinkmelanoma, Watson was able to integrate information from 4.88 million engagements from 45.6 million media impressions, including photos and written stories of Australians’ experiences with melanoma.

The project got 8.2 million impressions on Twitter alone, and Facebook posts were broadcast to an audience of 4.4 million.

(2) The Australian Taxation Office (ATO)

Most people have questions about tax – the ATO gets that! They also get that good content answers questions, which is why their entire website is built around clear, user-friendly resources.

Whether you’re searching as an individual, business, not-for-profit or a tax professional, the ATO will have a straightforward, concise answer to your query – with bulleted lists, infographics and helpful videos to boot.

Their 54.9K Twitter followers are a true testament to just how relatably this organisation presents content that could otherwise be quite dry. Just look how cute they make fringe benefits taxes!

(3) ABC’s Splash

ABC’s online education hub is another Australian content powerhouse. Jam packed with 4,000+ videos, games and other resources, Splash makes learning fun.

When it comes to high-value, rich media content,  Splash really has and does it all. They’ve got digital books like this one on the War on Waste, fun games, engaging surveys and even interactive, virtual competitions.

Finding resources is also a breeze, as they’re organised clearly by subject, year and type of content (video, article, audio, etc.).

(4) Data Hunt

Speaking of games, let’s talk about New Zealand mobile provider 2degrees, who gave thousands of Kiwis the chance to score free data by playing a ‘Pokemon Go’-inspired mobile game.

2degrees released a whopping 200 million megabytes around the country, then engaged customers with an interactive map showing the Data Spots. The game was simple – approach a Data Spot and collect the prize – but the marketing strategy was brilliant.

Not only did 2degrees capitalise on a new trend (adults running around trying to catch inanimate things on their smartphones), but they also opened the game to non-customers – allowing them to play by requesting a SIM through the app or buying one at a 2degrees retailer.

(5) TSB Rebrand

Rebranding is a high risk, high reward game. For better or worse, rebranding is a marketing game-changer, and in the case of New Zealand bank TSB – it worked.

Brand, of course, reflects culture, identity and so much more, so TSB reached out to their customers to become – in their words – “the bank our customers and New Zealanders want and need”.

They used real customer feedback to inform the big transformation, which includes new:

  • Name, logo and colours
  • Eftpos, debit and credit cards
  • ATMs
  • Branch designs
  • Digital offerings, such as online and mobile banking apps

The new brand not only looks great, but also gives TSB a fresh new face to help them grow in the future.

(6) You Never Lamb Alone

When Pauline Hanson labels your organisation a “bunch of politically correct ratbags,” you know you’re onto something. At least, that was Meat and Livestock Australia’s (MLA) opinion when they received so much traction for their ‘You Never Lamb Alone’ campaign.

On a surface level, it was an advertisement for lamb – or as MLA dubbed it, ‘the meat that doesn’t discriminate’. Beneath that though, there was so much more – including addressing rising tensions around Australia Day and the exclusion of Indigenous Australians. The campaign drove conversation and conversion – generating thousands of social media shares and delivering a 23 per cent boost in sales.

(7) Greenpeace’s Canned Tuna Guide

Not all canned tuna is created equal, as Greenpeace’s 2017 Canned Tuna Guide makes very clear. The guide ranks Australian tuna brands on their commitment to sustainable fishing practices, honest labelling, human rights and labour, traceability and a heap of other areas.

What makes this such a good piece of content? Not only does the guide highlight an important issue, but it does so in a way that’s super clear and easy to navigate. Each brand is collapsed and when you click on it, you get to see the whole report, laid out in cute, colour coded icons. If you want to present a lot of content on a single web page, have a look at the Greenpeace Tuna Guide, which engages rather than overwhelms.

(8) The Journal by Intrepid Travel

Intrepid Travel’s The Journal isn’t your standard travel blog – it’s a hotspot for trip planners, adventure enthusiasts and the just plain curious.

Not only does the journal feature your standard travel advice pieces – headlines like ‘6 common scams in Vietnam and how to avoid them’ and ‘7 destinations for solo travellers over 50’ – but it also highlights customer stories and publishes cool informative pieces such as ‘The 8 healthiest countries in the world’ and ‘This is why we no longer ride elephants’.

The Journal appeals to a massive audience – not just those looking to plan a trip – and earns major social shares doing so.

(9) Vantage 360

Commercial real estate giant Colliers is showing off what can be done when you use technology to create great content. Their new virtual reality technology, Vantage 360, allows you to immerse yourself in commercial real estate listings – without ever leaving your desk chair.

Not your average video advertisement, Vantage 360 allows customers to inspect every detail of a property. This not only saves time, but also ensures that generated leads (those who reach out or book an in-person inspection) are informed and genuinely interested.

(10) Vodka Cruiser TV (VCTV)

Good marketing starts with finding out what your customers are after, and what better way to do so than by interacting with them on social media.

Vodka Cruiser’s VCTV, the first Facebook Live ‘interactive TV show’ showed just what can be done by playing with modern mediums. It began with female comedy group SketchShe hosting a 25 minute talk show where users could weigh-in in real time with questions, comments and, of course, plenty of likes. Now VCTV is live more often – using different hosts, guest speakers and celebrities to cover a range of topics.

A whopping 782,000 young women tuned into each of the original SketchShe episodes, showing just how effective interactive broadcasts and the Facebook Live platform could be. Sales tripled and Vodka Cruiser gained serious relevance and brand favorability, particularly among young women tuning in. Further, the content was easily amplified across Facebook as it was already created right there.

(11) Future Now

Infographics, articles, video stories, case studies – KPMG and the Australian Financial Review’s (AFR) Future Now series truly has it all.

All of the content in the series examines how the workplace is changing – and will continue to change – in the digital age. Visitors can subscribe to this e-series via LinkedIn to catch future issues.

In addition to insights from top KPMG and AFR employees,  Future Now also features interviews with major Australian business leaders, including executives from Microsoft, ANZ and Carnival Australia.

Check out Future of Work Issue

(12) Direct Advice for Dads

Another of our favourite Australian content hubs, Direct Advice for Dads is just that – resources written by dads, for dads, splashed with equal parts humour and tenderness.

Powered by HBF Health Fund, Direct Advice for Dad covers any topic that expecting, new or somewhat seasoned fathers (those with toddlers at home) could have questions about. And we mean any topic, including relationship advice and ‘How to pick godparents without pissing everyone off’.

All of the content is clearly organised, user-friendly and above all, engaging. Because articles are written by a range of guest daddy authors, the content is fresh and its tone and style exciting.

Want a good laugh? Ready up on ‘Why your kid’s first birthday is REALLY about you’.

(13) Sophie’s Story

In April, Auckland Transport (AT) launched the initial ‘Sophie’ campaign, which raised awareness around the risks of driver distraction by focussing on the story of Sophie, a young girl whose life was tragically affected by mobile phone use behind the wheel.

Like a lot of the content in this 2017 roundup, AT’s campaign centred on a good cause and did so in a way that was incredibly moving and engaging. The original Sophie’s story has over half a million views on Youtube and Sophie – as well as her quoted hashtag #MyPhoneStopsInTheCar – has become synonymous with safe, phone-free driving in New Zealand.

The Sophie campaign has become the focal point of all of AT’s content around distractions, including this landing page.



Natalie Fortier About the author