DISRUPTIVE UNICORNS 

Awareness and Acquisition with the College of Law

The College of Law is at the forefront of practical legal education in NZ and Australia. One of their key objectives for 2018 is to increase awareness and bookings of their in-house Practical Training Solutions for lawyers, Human Resources and Organisational Design professionals/Public Sector professionals. The courses range from Legal Project Management, Māori business training, Commercial Acumen to The Resilience Series.

CHALLENGE

The College of Law wanted to better utilise and target their digital assets and to create a strategic content plan to generate leads. Realising the importance of understanding their marketing personas, we worked together to segment their CRM in order to build the acquisition strategy. Our social media audit revealed lots of opportunity for focusing campaigns on creating valuable content for their in-house training clients. The College of Law was keen to effectively leverage their key social channels.

OUTCOME

A well-designed acquisition strategy has been implemented by working alongside the client on a weekly basis and liaising with their Australian team. Targeted marketing personas have been identified and also optimized for better advertising performance. Client acquisition campaigns have resulted in their social media channels providing content of value to their target audiences. 
 
We created new audiences in Facebook, optimizing for their targeted personas and ran Facebook awareness campaigns sending people to the Practical Training Solutions page.  We've also created events on Facebook which were promoted to the College of Law's followers and also targeted cold audiences, this activation generated a high level of engagement.   
 
Fol lowing these initiatives, their social channels have experienced a major increase in both engagement and reach.  
 
RESULTS
In just three months, awareness of the College of Law as a provider of professional training within their target personas has strongly increased by 380%.
 
In smarketing, Customer Centric Marketing, Social Media Advertising, Growth Marketing

Thailand goes viral with Chiang Rai campaign

The Tourism Authority of Thailand's mandate is to promote Thailand's tourism industry. One of their key objective for 2018 is to increase influence across the millennial and female NZ markets and drive a strong social media strategy across the region. Key to the organisations goals is lifting the brand awareness, desired destination and positioning Thailand as the preferred travel destination of choice.

 

CHALLENGE

  One of the goals set by the global headquarters of the Tourism Authority of Thailand was to better showcase the region of Chiang Rai; a lesser known tourist destination than the popular Bangkok or Phuket. Due to the success the first influencer campaign, our team decided to continue with this strategy and select a suitable social media influencer who would be able to excellently communicate the beauty and richness of Chiang Rai, its culture and promote it as an excellent travel location.

 

OUTCOME

We were engaged to create a that really spoke to the New Zealand market. Choosing influencers is a considered task based on the specific target personas as well as what will resonate in the market. Taking a look at New Zealand and the key goals for the Tourism Authority of Thailand. We wanted to create amazing online content that showcases the best in travel and luxury from around the world 'telling stories that travel'. Additionally, we wanted to drive follower engagement and needed to raise awareness for this up and coming destination. Filming took place in Bangkok and Chiang Rai and capturing fantastic footage that was made into amazing Facebook and Instagram content which was them used in campaigns to Tourism Authority of Thailand’s ‘Hug Thailand’ social media platforms as well, with impressive results.

 

RESULTS

  Campaign resulted in:
  • 802k Views
  • 11k likes
  • 1.2k shares
  • 2 mil people reached
  • 670k engagements
In Influencer Marketing, Social Media Advertising, Growth Marketing

Professional Service Firm Builds Brand Awareness

 

In smarketing, Customer Centric Marketing, Social Media Advertising, Growth Marketing, Start Up

Always-on Advertising Showcasing Results

 

In smarketing, Customer Centric Marketing, Social Media Advertising, Growth Marketing, Start Up

Influencer campaign promoting Thailand Tourism

The Tourism Authority of Thailand's mandate is to promote Thailand's tourism industry. One of their key objective for 2018 is to increase influence across the millennial and female NZ markets and drive a strong social media strategy across the region. Key to the organisations goals is lifting the brand awareness, desired destination and positioning Thailand as the preferred travel destination of choice.

 

CHALLENGE

The Tourism Authority of Thailand has a stable marketing presence in Australia but had little activity in New Zealand. Disruptive Unicorns have now built a marketing strategy for New Zealand including Influencer Marketing which is a technique that has never been adopted by the organisation before.

OUTCOME

Our team selected a dynamic influencer - Danielle “Dani” Robinson -from a pool of New Zealand social media influencers. Dani was a great fit as she had audiences who's interests matched one of the Tourism Authority of Thailand’s core niche markets - Sports and Wellness. Dani set off on a trip to Bangkok and Phuket to join the Thailand Marathon with the goal of showcasing the country as a top destination for New Zealander to visit and travel, specifically those interested in sports and wellness activities. Through her powerful social media presence and content coupled with a brilliantly written and beautifully presented blog post she provided clear messaging that communicated the campaign goal.

RESULTS

An overall reach of 130K on Instagram and an organic reach of 16.9K on Facebook.

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In Customer Centric Marketing, Influencer Marketing, Social Media Advertising, Growth Marketing

Tech startups pre-launch lead generation plan

Customer Success Story 

In Social Media Advertising, Growth Marketing, Start Up, Business Growth

What is ROAS?

RETURN ON ADVERTISING SPEND 

In Social Media Advertising, Business Growth

Influenced through the Heart of Content

At Disruptive we regularly see requests for influencers and we always recommend looking for those that suit your target market and have the audience to prove it. More and more we are seeing huge increases in requests for "micro influencer strategy" whilst there has been some negative press recently, Influencer Marketing continues to grow both globally and locally, driving brand awareness and advocacy, as well as reaching new audiences. It is one of the marketing channels that did not experience a significant decline in activity even in COVID-19 shutdown period when marketing spend in many channels experienced sharp reductions. But to understand influencer marketing you must reshape your thinking to "targeted content creators speaking to a captive audience" in another sense, they are mini publishers with their own distribution channels. 

In Influencer Marketing, Social Media Advertising, Business Growth

Staycation Marketing

Staycations are making a popular comeback with current environmental changes and of course the "C" word restricting our travel and keeping borders closed. Staycations are also a very ecologically friendly way to have a break and visit some of our beautiful country. We are incredibly lucky in New Zealand to have such beautiful destinations and even for the most discerning NZ traveller there is still something new to discover. 

In Social Media Advertising, Growth Marketing, Business Growth