MEDIA PRECINCT CONTENT CAPABILITIES
The Media Precinct provides our clients with holistic solutions to suit any marketing budget. From brand strategy through to content creation and strategic media integration, we use our research to generate translatable insights to inform both short and long form content that is relevant and engages our client's potential customers.
The Media Precinct is the team behind the following campaigns:
SHORT FORM CONTENT
THE SEEING ME PROJECT
Millers is one of Australia’s most iconic female fashion retailers with 360 stores across the country and more than 3 million customers. After a period of strong growth since it’s launch in 1993 sales were starting to slow.
The Media Precinct identified that 90% of Millers' customers were females who had been loyal customers since Millers launch. But Millers' customers had become disillusioned with the brand. The Media Precinct was tasked with re-connecting Millers with these women.
We identified that Millers' women played a pivotal role in their family. She is the glue, but often feel women like her are invisible as they just get on with life. We determined that she needed to be showcased for who she was. And we were rewarded with a year-on-year increase of 6.5% sales.
THE EXPERTS IN HAIR SCIENCE
evolis is a scientifically validated treatment for hair loss that delivers stronger and healthier hair. They operate in an extremely competitive environment where everything from hair tonics to hair transplants are offered. evolis launched into the Australian market, with weaker than expected initial results.
The Media Precinct was appointed to design a connection strategy that Australian women and men could relate to. We discovered that potential evolis customers were sceptical and needed evidence that the evolis product range worked. Our translatable insights lead to combining science with trust to create a campaign that turned around poor sales performance and helped increase retail penetration.
WEAR WHITE AGAIN
Novasure is the brand name of an endometrial ablation procedure. Our client operates in an industry vertical where they cannot name their brand, where Australian women are 6 x more likely to be given a hysterectomy than any other western market and legally had to showcase their competitors.
Our campaign needed to focus on a very specific woman who had already had children and was pre-menopausal but experiencing severe haemorrhaging each monthly cycle.
Wear White Again was developed around the insight that many of these women had been to their GP on a number of occasions. They felt their GP didn't listen to what they were going through, dismissing their complaints, resulting in many women believing that what they were experiencing was 'normal'.
This insight led to developing our peer-to-peer education campaign, using real women to explain what they had gone through to other women, including the results of the option or procedure that they undertook. This meant we could arm women with facts that they could then take to their GP and their specialist. This resulted in an average 16% year-on-year increase in sales for Novasure over the past three years (2016, 2017, 2018).
THE JOJOBA COMPANY
The Jojoba Company offers a range of pure Jojoba based products. The Jojoba Company is one of very few local brands to grow their own Jojoba but an onslaught of cheaper competitive offerings were eating into their market share. The Media Precinct was charged with reconnecting the existing The Jojoba Company customer and finding a new customer segment who may be attracted to the brand.
Our insights, generated by both qual and quant research, uncovered an intelligent beauty purchaser segment. These women were 'stripping back' their regime, they wanted simplicity, they wanted to be nourished and they wanted a brand that spoke to their 'natural' values.
Konica Minolta's 'Innovators' series was designed to reflect the company mantra of 'people giving shape to ideas'. However, when talking innovation there is a high volume of competitive interpretations, misuse of the term 'innovation' is strong. In fact, the term is so overused, that most potential business partners were confused by the term.
The 'innovation overuse' insight helped shaped the design of the series. Instead of Konica Minolta talking to innovation, the concept was to take those leading innovation from within their business sectors to lead the innovation discussion with Konica Minolta as the enabler.
This led to a content series that generated inspiration, ideas and practical insight of how to drive innovation and positive change within any organisation. A hugely successful innovation event was hosted by Konica Minolta and packages of content developed into a series of webinars and short film pieces that connected with the greater business community.
The overarching impact of this series has lead to an average quality lead generation conversion 6 x greater than prior to the series starting.
CEREBRAL PALSY ALLIANCE
Cerebral Palsy impacts upon 1 in every 700 children and is the number one condition impacting Australian children. Steptember is the largest month long fundraising event of its type held in Australia, raising approximately $6 million each year for Cerebral Palsy Alliance to fund research and a wide variety of services, equipment and assistance. However, fundraising amongst participants was starting to waiver with the event in jeopardy of becoming an event that people participated in for its health benefits rather than the need for funds.
The Media Precinct was charged with reactivating the drive for participants to become fundraisers again. This led to the insight that the majority of participants were generated through the corporate sector via HR teams who have a desire to increase the fitness of their workforce. The need to motivate participation was minimal, but the need to motivate donation drivers was substantial. This led to a content series and editorial outreach built to educate both at a coporate HR level and at a participant level on the need for funds. Showcasing a number of recipient CPA clients and their families, corporates and participants in a peer-to-peer series that has increased donations by an average of 15% year on year since 2016.
LONG FORM CONTENT
AUSTRALIAN DOCUMENTARY SERIES
Saving Australia, currently in production, is an interactive and unique documentary series that will capture the attention of Australian viewers through the individual stories’ environmental, public sector and corporate organisations who are fighting to save Australia from its own people and their pollution. The series has been developed from the vertical expertise The Media Precinct has built in the not-for-profit sector.
Saving Australia utilises a combination of reality and participatory documentary style production techniques to create a unique property of this nature, leveraging personality, reality and research will help communities develop an ongoing ambassador program, inspiring Australians to become custodians of our country.
The series provides environmental data with a real sense of integrity, but in a novel and easy to understand method for the average household. The goal is to help create a living project, supporting Australia's waste and clean up desperately required to help sustain the planet we live on.