Issue No. 1 / November Magazine
Magazine by Creative Revolution
WHAT WE GOT COVERED
The Real Reason We Cling To Traditional Media Marketing Learn the Basic of Digital Marketing in 10 Minutes Five Most Epic Digital Campaigns of All Time Why Online Marketing is Essential to Your Business Woodform Architectural Makes Stunning Resurgence via Digital Marketing
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Insights Issue One
Editorial
Disclaimer and Copyright
ChĂŠ Stevenson
Insights is wholly owned by Creative
Colophon
Revolution, and is protected by Australian copyright and intellectual property laws. Contributing Writers
All work produced in Insights is subject
Alisha Conlin-Hurd
to copyright and remains property of the
Tyla Feltwell
respective creators and owners. All written
ChĂŠ Stevenson
context expressed within Insights is not necessarily the views or opinions of the publisher.
Design & Cover Norman Barnett
Publisher Creative Revolution
Contact Details 5444 0030 2/586 Hargreaves St Bendigo, Victoria 3550 digital@creativerevolution.com.au www.creativerevolution.com.au
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Contents
Contents
04
EDITORIAL
The Real Reason We Cling to Traditional Media Marketing 10
ARTICLE
Learn the Basic of Digital Marketing in 10 Minutes 12
ARTICLE
Five Most Epic Digital Campaigns of All Time 18
FEATURE
Why Online Marketing is Essential to Your Business 26
CASE STUDY
Woodform Architectural Makes Stunning Resurgence via Digital Marketing
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Insights Issue One
EDITORIAL PIECE BY CHÉ STEVENSON
The Real Reason We Cling to Traditional Media Marketing To the younger generation the path seems clear, but many longstanding business leaders still haven’t fully adopted digital marketing. I think I know why they haven’t made the leap. I spend a lot of time thinking about this, and a lot of our customers are ‘digital virgins’ if you will, so I think I have a pretty good insight into what’s at play here. To me, it boils down to a combination of understanding and emotion.
Understanding Digital Marketing For ‘Digital Natives’ understanding digital marketing is
This is a topic of great interest. There’s just to cover it
not that much of a stretch. ‘Digital Immigrants’: not so
all here, but if you’re interested in reading more on the
much. It’s easy to forget that before you can wrap your
societal shifts that the information age has driven, I can’t
head around digital marketing channels, you have to
recommend highly enough Seth Godin’s Tribes.
first understand the cultural shift that digital media has
Check it out.
ushered in for our society. What I can do is talk about this shift in personally Digital Culture
relatable terms. A microcosm of this seismic shift…
The internet has fundamentally changed how we
Buying a Pram
consume information and how we make decisions. Search engines, social media, online shopping, crowd
My first daughter was born in 2001, just four days before
sourcing, digital media. All of these things were either
September 11. I remember that time like it was yesterday.
non-existent or in their infancy just 15 years ago.
Our fourth child arrived in May 2012, and the experience of buying a pram couldn’t have been more different.
People seem to forget that YouTube started in 2006, Facebook launched in one college in the US in 2004, Twitter 2006, Instagram 2010. The Google and Amazon of 2001 were a shadow of their current selves. These examples are just things: services, products, platforms. What is revolutionary is how these things have changed society.
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Che Stevenson CR’s Creative Director
Editorial
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Editorial
In 2001 we went down to the local babywear store –
We have to internalise this fundamental shift in the way
Helen’s Baby Wear to be specific – we walked down the
we communicate, research, and make decisions before
pram aisle and chose the best pram that we could afford.
we can even attempt to approach an understanding of
An old-style four-wheeler, navy blue.
digital marketing channels.
Fast-forward 11 years and we need a new pram.
Digital Marketing Channels
We wanted to get the best pram for our money – no different than before – but how we went about it couldn’t
Once we understand modern digital culture we can turn
be more different:
our attention to the marketing channels themselves.
1. Hit up Facebook. “Who’s bought a pram
•
Social Media
•
Search Advertising
2. Get a bunch of answers: three people
•
Display Advertising
• Websites
recently, what’s good?” mention the same brand.
3. Search online for other reviews of this
•
Search Engine Optimisation
brand. Shit, the reviews are pretty good.
4. Visit the website of this previously
unheard of boutique New Zealand pram
Each of these channels touches users at different parts
brand.
of their online experience. We have to understand that
5. Order from their online store
online experience – specifically as it relates to our brand
6. A spanking new Pram arrives in a box a
– in order to fully appreciate how these channels work
and what we need to do.
week later
7. For the record, it was a very compact
three wheeler, black.
Are we giving someone a first touch of our brand, are we deepening a connection with an established customer,
All the technology, all the new media, is meaningless
are we verifying our quality before the final purchase?
without people. It’s only when you start to look at digital
The possibilities are as endless as the businesses and
media in terms of the personal human story that it’s deep,
consumers that exist online.
deep impact on society comes into stark relief.
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Editorial
The Emotions of Change Maybe some business owners might not fully understand
Uncertainty leads to inaction
digital culture and digital marketing channels, but in reality most of them do. And in 2016, it’s rare to find
Sounds like a Master Yoda quote. I can hear his voice
someone that doesn’t believe that digital marketing is
now!
important. But in business, so often it is true. We’re not sure, so Why then are so many sitting on the fence or merely
we do nothing. If I try this new thing, it might work but
toe-dipping? They’ll tell you straight-up that their Yellow
it might not. If it doesn’t work I’ll get the blame, so the
Pages, Radio, TV advertising, etc. isn’t really working
best bet is to keep doing the same. At least I know that
anymore. Yet they keep doing it, while their website
doesn’t work! ;)
remains untouched since 2004, and their Facebook page looks like a ghost-town.
There is a certain sense in this. But this defeatist attitude can be crippling.
I’ll tell you why: fear and uncertainty. It’s especially damaging when this new channel is ‘tried’ We fear what we don’t know
for the first time: if astounding results aren’t achieved immediately, we become gun-shy. Our worst fears have
We all know this to be true. It’s why a moonless night
come true! It really doesn’t work. Not for us anyway. Oh
gives chills. It’s why dad has to make sure the closet
well, we gave it a shot, best get back to the tried and true.
door is closed at night (yep, I still do that!). This fear of the unknown has an evolutionary purpose, it keeps us
In reality you’re almost guaranteed to fail at first. How
safe, teaches us not to eat that purple berry, or trust that
many times did you fall off your first bike before you
stranger.
rode it? Did you say, see I told you I can’t ride, bikes suck anyway, I’ll just go back to walking? Sadly you probably
But in this case that very same base human emotion can
did (I know at least one of my kids did!). But in the end
hold us back from embracing the new. We know digital
you faced the truth that bikes are awesome, stuck with it
marketing is good, we have heard of other that have done
and were riding like a maniac before you knew it.
really well, we are told it will be great for us. It’s the same with digital marketing. Its here to stay. You But when it comes to applying it in our own business,
can’t deny its power. If you’re not doing it you should be.
how do we do it, what will it cost, what will happen, will it
If it’s not working for you it could be.
work for us, will we get a return? These unknowns lead to uncertainty and uncertainty leads to inaction.
Just get back on the bike.
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Photography
Leah Ladson
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Article
ARTICLE
Learn the Basics of Digital Digital marketing is no longer the way of the future; it’s how you need to be operating in the present. Today, many marketing tactics naturally have a digital element. An understanding of the online world is crucial to stay alive in business.
What is Digital Marketing?
Digital Marketing vs. Traditional Marketing
Wikipedia defines digital marketing as
Today’s audience is growing increasingly tired of brands interrupting their daily life, they would prefer to find your
“an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies”
brand when they are ready. Traditional marketing channels
Ideally, digital marketing uses the Internet as a marketing
multidirectional communication, promoting a two-way
and communications tool that, instead of interrupting
conversation. This provides your business with invaluable
people with targeted advertising, allows the customer to
interaction and feedback.
such as print and broadcast media, direct mail, and telemarketing are becoming less and less effective in the modern internet-connected world. People have numerous devices to access online content, most of which are portable, allowing them to read an email one second, look up a website the next, and then post their opinion to social media. Research has shown that 86% of people skip television ads and 44% of direct mail is never opened. Alternatively people are always online, whether at school, work, home or even in their leisure time. One of the biggest flaws of traditional marketing is that it does not encourage consumers to actively participate
in
communication
with
your
brand.
On the other hand, digital marketing encourages
find you. Another key difference is the cost. Despite popular belief, Digital marketing works on the premise that repeated
digital marketing is not free. However if implemented
exposure to a brand develops familiarity, trust, rapport
strategically, digital marketing can yield a far greater return
and most importantly, results. Used effectively, digital
on investment than traditional marketing. On average, the
marketing is a powerful tool. It enables easy access to a
cost to reach 1,000 viewers online ranges from $1 - $10,
global audience of potential customers, with opportunities
where as traditional comes in between $10 - $487.
for interaction and feedback, and easier ways to measure outcomes than traditional marketing.
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Article
l Marketing in 10 Minutes Dangers and Pitfalls
Why Is It Important?
It’s important that you don’t become disillusioned when it
Gone are the days that consumer’s knowledge of your
comes to digital marketing. Digital marketing is constantly
brand only consisted of what you wanted them to know.
evolving and you need to stay up to date with current
People have 24/7 access to any information anywhere
trends and techniques. No matter what type of marketing
they want it. The best thing about digital marketing is that
you engage in, you will always come into contact with legal
it will help your business attract new customers and build
issues, roadblocks, or a PR crisis.
long-lasting relationships with them.
It’s important that you don’t become disillusioned when it comes to digital marketing.
Today people want to purchase from brands they can trust and from companies that know and care about them. Therefore it is imperative that your business has an impressive online presence that embodies your brand correctly. There are numerous online avenues that this can be achieved with: • SEO • Website • Content •
Social media
Digital marketing works both ways. Whilst a happy
•
Email marketing
customer can be a valuable crusader for your brand, an
• Blogs
unhappy customer can cause a lot of damage to your
•
Paid per click advertising
business. When you invite conversation online, you also open yourself up to negative feedback.
The digital marketing world will continuously evolves, and as long as technology advances, so too will digital
When online, brands need to ensure that they monitor
marketing. If your business hasn’t already developed an
consumer’s comments constantly. Most platforms you
online presence, it isn’t too late.
can’t (and shouldn’t) delete negative comments, and therefore it is important to reply to these empathetically and diplomatically. Don’t forget: any feedback can be valuable for the business, it’s mostly a matter of perspective.
But don’t wait any longer.
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ARTICLE PIECE
Jean Claude Van Damme throwing an epic split, cartoon animals killing themselves in stupid ways and the Old Spice Guy on a horse‌ The power of digital is the power to surprise and delight with the finest examples of human creativity. Here are five of our favourite digital campaigns of all-time.
Article
1.
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Article
Metro Trains “Dumb Ways to Die”
Results: The video and song generated an incredible
(2012) – McCann Australia
20 million internet views in its first week, going on to become the most shared public service announcement
Digital channels: Youtube, social
ever. To date, it has over 126 million views on YouTube,
media, iTunes, smartphone app,
and the offshoot game became the number one free app
website
in 21 countries. A true reflection of its success is that it generated countless user-generated spoofs and offshoot
Campaign goal: To make young
memes.
people aware of the high level of fatalities that occurs around metropolitan trains.
Why we love it: What’s not to love? The song is cheeky, catchy, entertaining and educational – a very difficult balance to pull off effectively. It was embraced wholeheartedly by its target audience, going above and beyond that once the video went viral. Plus, it’s helping save lives!
2.
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Article
Old Spice “The Man Your Man
Results: With over 50 million YouTube views for the
Could Smell Like” (2010) –
original video (and a number of spin offs), this campaign
Wieden+Kennedy Portland
resurrected a stale old brand, making it hip and interesting again. In response to its phenomenal viral
Digital channels: YouTube, social
success the agency developed an interactive digital
media, website
campaign that featured the Old Spice Guy posting personal video responses to fans online.
Campaign goal: To resurrect an old brand, making it more appealing to a younger demographic.
Why we love it: Umm, it’s the Old Spice guy… Of course we love it. Women want him and men want to BE him. Jokes aside, the concept is a work of genius, as was the idea to generate the personal response videos, an experiment in real-time branding that became one of the world’s most popular online interactive campaigns of all time.
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3.
Article
Heineken “Crack the US Open”
Results: The contest continued for three days, with 1,500
(2014)
people taking part in a total of seven photo hunts. The
- Wieden+Kennedy
game was hailed a success for driving awareness of Heineken’s sponsorship of the US Open and saw a 20%
Digital channels: Social media,
increase in followers for the @Heineken_US account.
website Campaign goal: To create an interactive photo hunt as a competition to give away tickets to the US Open. Also used for brand awareness.
Why we love it: Wow, talk about innovative! The first thing you notice about their Instagram account is that every image is flipped sideways – it’s the largest image ever instagrammed and the one stadium photo was split into more than 200 photos to create a mosaic panorama. We love that the agency literally thought outside the square to innovate within the platform.
4.
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Article
Volvo Trucks “The Epic Split” (2012)
Results: The choice of Jean Claude Van Damme was
- Forsman & Bodenfors
inspired, and his epic stunt across two moving trucks set the Internet aflame with viral buzz and speculation about
Digital channels: YouTube, website,
the authenticity of the video. Was this real? How did he
social media
do it? (For the record – it was all real!) To date, the video has had over 82 million views. The Van Damme clip was
Campaign goal: To influence
one of six videos about the trucks, all of which went viral.
B2B decision makers and make
The videos produced a huge ROI and boosted internal
engineering interesting to laypeople
pride and confidence within the business.
Why we love it: We love this one because it smashed out of its humble B2B origins to become a global viral hit, despite operating on a limited budget. This sector rarely produces highly creative content, so the agency took a real risk in creating something quirky and innovative. And let’s not forget that epic split… Jean Claude Van Damme, we salute you!
5.
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Article
McDonalds “Surprise Alarm” (2014)
Results: Lots of people sleep with their phone at arms
- DDB Singapore
reach. Tapping into that opportunity, an app was created that would allow McDonalds to engage with their
Digital channels: iTunes app, Google
customers first thing in the morning. The app offered nice
Play, Adwords, social media
surprises like free songs, free food, inspirational quotes and vouchers. The “Surprise Alarm” app achieved over
Campaign goal: To promote the less-
420,000 downloads and has given out more than 5.9
popular breakfast menu and act as a
million “surprises”. Within days, the app climbed to the #1
branding exercise.
spot and surpassed its 6-month download target in just three weeks.
Why we love it: We love this because no one likes mornings - but everybody likes happy surprises. The genius of this campaign lay in its ability to complement people’s natural behaviours, incorporating their app seamlessly into daily habits without being intrusive or unwelcome. The alarm clock is useful, and lessens the blow of waking up by offering lovely surprises. A simple idea, but a brilliant one.
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Feature
The Case For Digital:
Why Onli Marketin Essential Your Bus
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ine ng is l to siness
Feature
To put simply, digital marketing is any form of marketing that involves electronic devices. It can involve the marketing of products or services, and it can be performed offline or online. Common types of digital marketing include: websites and SEO content, blogs, Internet banner ads, online video content, pay-per-click (PPC) advertising, Email marketing, mobile marketing (SMS, MMS, etc), and Social media marketing such as Facebook, Twitter,LinkedIn.
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Feature
Feature
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Understanding Digital Marketing
Contrary to perception, digital is no longer
8.5 hours per week on the site, especially the
the
large
under 30s who check in nearly 50 times a week.
corporations: this is fantastic news for small
Your customers have never been closer, and
business because digital marketing levels the
the tools to engage with them are right at your
playing field. Small businesses with big ideas
fingertips.
domain
of
multinationals
and
and tiny budgets can now compete on a global scale. Ideas are free, and digital marketing is
Digital marketing encourages innovation and
a wonderfully cost-effective way in which to
creates opportunity, with many options to
disseminate them.
explore: search engine optimisation, blogs, websites, opt-in forms, images, SMS messaging,
Australians love their internet enabled devices,
email newsletters, memes, social media, online
and the average punter owns three, with
advertising, content offers, e-books and even
laptops (75%), smartphones (70%) and tablets
things like podcasts and video. You’re only
(55%) being the most common. They also
limited by your imagination in the level online
love social media, with 93% of users having a
playing field.
Facebook profile. The typical user spends over
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Digital Marketing is Measurable Marketers rave about digital because it is easily measurable, and from a small business perspective this is crucial. With limited money to splash about, the beauty of digital is that everything can be tracked, measured and analysed in real time. The success of your digital marketing campaigns can be measured by the rate of incoming traffic that gets converted into leads, subscribers and sales: it can also monitor, analyse and interpret the buying behavior of your target audience. The bottom line is that it’s easy to gauge the success of individual campaigns, and to use that information to do what works – this is extremely economical and minimises wasteful spending. You can plan better, target your messages more effectively and tweak things as you go: compared with traditional forms of marketing, this is powerful stuff indeed.
Feature
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Feature
Digital Marketing Yields Real Time Results Digital is immediate, and reporting can be done in real time. With cleverly conceived calls-to-action it’s possible to encourage your web visitors to do something – sign up, like a post, download content, call or buy something. Response rates are an accurate measure of digital marketing outcomes, and the effectiveness of your campaigns can also be gauged through social media engagement. Tiny changes can make a huge impact in digital. One campaign for online company Unbounce generated a massive increase in click through rate just by changing one word in their call to action button. Changing the copy from “Start your 30 day trial” to “Start my 30 day trial” resulted in a 90% increase in CTR, a simple change that cost nothing. The moral of the story? If it’s not working, it’s quick and easy to change. Try doing that with a print ad. The other benefit of communicating in real time is to facilitate enhanced relationships with your customers, increasing their sense of satisfaction and creating a better overall experience for them, and one they are more likely to share with their peers. According to a Nielsen Global Online Consumer Survey, 90% of respondents claimed they would trust information about a brand, product or service if it came from someone they know.
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Digital Marketing is More Effective than Traditional Forms Technology and media have changed, and it’s no secret that the internet has created savvier and more demanding audiences. Print circulations have plummeted and TV audiences have fragmented across cable television and streaming services like Netflix. In the first half of 2015, Fairfax print audiences were down 10 - 13% on a number of mastheads, and it’s no coincidence that the same percentages were gained on their digital equivalents. The paper version of the Yellow Pages – once the gold standard in business advertising – has shrunk by 75% in the last five years, and is now used mostly by the elderly and people in rural areas. The audience has not shifted to Yellow online however, with desktop visitors dropping by about a million visits per month between 2014 and 2015. Ten percent of traffic comes directly to the Yellow Pages website, but with 75% of its traffic coming from search engine referrals it’s no longer the first port of call when people are looking for business contacts. Australians now spend an average of 3.3 hours online for personal use (as compared to 2.2 hours per day watching TV), and the majority of Australian marketing departments are moving their spending away from traditional advertising and towards ‘owned’ channels, according to PwC’s Australian Entertainment & Media Outlook 2014-2018. The audience has shifted, and it’s time to move with them. Marketers are competing for eyeballs and digital enables targeted messaging, with less waste than traditional forms and higher response rates. The ability to focus your marketing on the hottest leads and the likeliest prospects is crucial, and behavioural targeting will soon make it possible to mine a person’s online activity to deliver relevant ads directly to them.
Feature
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Feature
Digital Marketing is Cost-effective According to Hubspot, digital marketers get better cost-perlead (CPL) compared to other marketing channels, and this is in large part because of it’s superior ability to target people. Contrary to cost per click campaigns, advertisers pay only for a qualified sign-up regardless of how many impressions or clicks their advertisement gets. This enables advertisers to generate guaranteed returns on their online advertising money. Digital channels are also significantly more cost-effective in reaching your target audience, which is measured via costper-impression. The cost to reach 1000 people through newspapers is $32.00 (on average), compared to $0.25 via targeted Facebook advertisements. Average cost per 1000 impressions Newspaper
$32.00
Magazine $20.00 Radio
$8.00
Cable TV
$7.00
Google AdWords
$2.75
LinkedIn Ads
$0.75
Facebook Ads
$0.25
Digital marketing has a far better ROI than traditional marketing channels, which require a bigger spend and can be hard to track. Where TV and other major media have been out of reach for many, digital is accessible with much smaller budgets. It is now possible to market directly to your desired target audience for a fraction of what it would cost via traditional methods, and businesses are jumping onboard. A 2015 report from Salesforce found that 84 per cent of the 5000 surveyed marketers planned to increase or maintain their spend, with social and mobile marketing being top of the list. Seventy per cent planned to increase social media advertising, with 29 per cent reporting that it produces ‘some or significant’ ROI. And it’s not just about paid advertising, the majority of respondents were overwhelmingly in favour of email marketing, with 92% citing a clear ROI. And it’s cheap: costing as little as 1 cent per email to reach 10 000 inboxes.
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Case Study
CASE STUDY
Woodform Architectural Makes Stunning Resurgence via Digital Marketing The refusal to utilise new modes of marketing can have dire consequences for businesses operating in the digital age. Woodform Architectural have taken that leap and embraced digital marketing to it’s fullest, providing them with excellent results.
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Case Study
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What We Did:
Marketing Strategy Inbound Marketing Social Media Marketing
Case Study
Who is Woodform Architectural? Woodform Architectural designs and manufactures modular architectural linings with hidden fixings, and their team of consultants advise on design, maintenance and on-site installation. They operate primarily in the B2B environment, dealing with architects, designers and decision-makers in the construction industry.
Website Strategy
The Problem
Website Design & Development
Woodform was operating from a very traditional marketing model, reliant on their sales teams for most
Website Lead Generation
of their lead generation and conversions. Their sales and marketing were largely driven by outbound sales,
Brand Strategy
including face-to-face visits and other time-intensive methods of communication. They were placing costly
Brand Design
print advertisements in industry publications, and committing to expensive print-runs for glossy brochures,
Brand Style Guide
despite both having limited returns. They recognised the need for digital marketing, but aside from a series of infrequent email blasts, they weren’t sure how to start putting together an effective strategy. Enter Creative Revolution, and an entirely fresh approach to marketing.
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Case Study
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Case Study
The Solution The solution was staring us right in the face. Woodform
for promotion. They made a significant investment in
needed a new look and a new website to go along with
an inbound campaign, which included content offers,
it. Creative Revolution worked closely with them to come
blogging, social media, SEO, online advertising and
up with a completely refreshed brand, a move that was
Google ads.
accompanied by a new visual identity and an updated and much-improved website that reflected the innovative
One of the masterstrokes of this multi-faceted campaign
heart of Woodform.
was their extremely successful webinars, with one in particular attaining over 700 people signing up to
Working with a digital marketing agency was the push
participate. The webinars also provided PDP points (a
that Woodform needed to start exploring a number of
compulsory requirement for architects), and were part of
new avenues
a wider strategy that involved social media advertising and email marketing.
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Case Study
The Outcome The result of their digital marketing efforts has been nothing short of phenomenal. Woodform showed an approximate growth of 35 percent in the first 12 months, an impressive statistic that they look set to repeat, as they are already on track to achieve this again in the next 12 months. The team at Woodform are absolutely thrilled with the return on their investment, and are fully committed to further exploring the opportunities made possible through digital marketing.
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For general or project enquries, please don’t hesitate to contact us on: 5444 0030 digital@creativerevolution.com.au www.creativerevolution.com.au 2/586 Hargreaves St Bendigo, Victoria 3550