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VIVO Marketing

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25.01.2022 A taste of the work we do here at VIVO.

25.01.2022 Campaign spotlight: Last year, TBWA launched Amazons A-Z easy az campaign, in a series of TV ads following Amazons launch in Australia. The ads depicted people in real life dilemmas, and shows them adding to their Amazon shopping list as a result. In one of the ads, a woman pulls out a pink-stained shirt out of her laundry and searches for White Shirt on her Amazon shopping list. The hilarious ad strengthened Amazons brand as the marketplace for everything A-Z and absolutely captured the Australian market.

24.01.2022 While a lot of marketing is based on creativity, great ideas spark from getting inspired by the marketing that is already all around us

24.01.2022 Campaign Spotlight: The New York Public Librarys unique spin on Instagram stories.The library teamed up with creative agency Mother New York to create Insta Novels, which transformed classic novels into Instagram-story format for followers to enjoy, breathing new life into select time-honoured novels. While it may seem impractical on the surface to transfer an entire literary classic into Instagram stories, the campaign was incredibly successful, increasing the New York Public Librarys follower count by 75% and garnering over 300,000 reads overall.

23.01.2022 A recent study by BBCs StoryWorks has found that people who were self proclaimed ad avoiders were 22% more engaged and likely to remember brands mentioned in podcasts in comparison to TV ads. The study focused on podcast listeners in four markets including Melbourne. Listeners from the study subconsciously drew associations of the sponsored brand to words they regularly heard in the podcast. This can potentially influence marketers taking up opportunities to drive positive brand associations through less traditional methods. Read more about it here! https://bbc.in/32bxSi8

22.01.2022 There will come a day where advertising simply wont cut it content will reign supreme. This year, it is predicted that consumers will put more trust in quality content rather than relying on advertisements, with visual content expected to perform better than blogs and articles. Additionally, with Business Insider having predicted a 30% ad blocker usage rate in 2018, its high time businesses put more spend into content marketing.

22.01.2022 Its no surprise to anyone to hear that consumers are becoming more technology reliant. Research from the Salmat Marketing Report found that search engines are the most common channel consumers use to make purchase decisions, with 49% of respondents ranking it first. With consumers doing most of their research on their phones in store, marketers rethink in-store technologies and look into creating environments to harness consumer behaviours, such as charging points and relaxation areas.

22.01.2022 Marketing is no longer just about selling a product. Strong marketing campaigns create a connection with their audience by using emotional, impactful messages or by audience interaction. Campaign spotlight: Canons Bring Your Curiosity campaign saw 3 self-confessed uncurious individuals being sent on an adventure, which was captured in a heartfelt video diary that was posted on social media. The campaign sought to encourage Australians to put forward a more authentic version of themselves, connecting their audience on an emotional level and drawing them to the brand.

22.01.2022 What will happen if Instagram Likes disappear? In Australia and Canada, Instagram is in the midst of trialling the removal of Likes on posts, in a move that will largely impact the influencer community. While this removes competition and some stresses for influencers to generate likes, it makes it more difficult for them to generate profit off their posts, as companies cannot see the reach each post gets they can only decide from the amount of followers. This however, means good news for Instagram as businesses may choose to advertise directly on Instagram as opposed to using influencer marketing.

18.01.2022 Videos are an incredibly effective digital marketing tool, especially within social media marketing. As most users of social media are using their mobiles, it is definitely easier to capture their attention through a piece of engaging video content than a slab of text while scrolling through their feed. When using video in your marketing strategy, its important to consider your goals, the message you want to communicate through this kind of media and the platforms that you are going to use to post your videos. Depending on your brand and audience quick how-tos or videos that share your brands story are both effective methods in engaging your audience and guiding them to a marketing funnel or call to action.

18.01.2022 In todays competitive marketing, leveraging Search Engine Optimisation (SEO) is becoming one of the most important tools to drive traffic and optimise your site. Clicks matter - the increase of organic traffic to your site means a potential increase in revenue. SEO uses algorithms that increase both quantity and quality of traffic to your site through search engines by using keywords and ensuring the quality of your site. But whether youre a digital or traditional marketer,... how do you become an SEO pro? Firstly, its important to stay research keywords to getting your website, blog or digital content to the top of the search page. Producing fresh, quality content will also increase the likelihood of your site appearing on the front page. Its also good to note that search engines are constantly changing, so it pays to stay on top of any Google updates. See more

18.01.2022 How much do you value your customers experience? 69% of consumers report that they want a personalised customer experience. This is easier said than done, however, considering the significant diversity and variety in any companys target audience. The most efficient approach to this is to utilise the capabilities of AI. Analysing the in session behaviour of customers, as opposed to solely looking at their historical behaviour, provides more valuable data rather than showing visiting consumers more of what theyve seen before, show them what you have that is new and interesting. A study found that 86% of businesses that achieve high ROI spend at least 20% of their marketing budget on personalisation, along with a direct correlation between personalisation investments and technological expertise.

16.01.2022 Companies are using creative marketing to tell consumers about more than just their brand. Weve seen a recent rise in creative agencies putting out campaigns that support social causes, such as Mother who partnered with Greenpeace to raise awareness around the dangers of palm oil production. Society going forward seems unlikely to see a shortage in global issues, meaning were likely to see more publicity coming from vocal brands.

16.01.2022 Case study: Nike has simplified the complexities of shoe shopping for children by launching their first footwear subscription service for kids, Nike Adventure Club. The subscription service has three tiers, ranging from 4-12 pair of shoes a year for sizes roughly from ages 2-10. This enhances the shopping experience for parents by providing more convenience when buying shoes for their kids as they grow and as their tastes change.

16.01.2022 Surveys show that 63% of respondents prefer messaging an online chatbot to communicate with a business or brand. This is because they respond 24/7, giving instant responses, all without the risk of losing patience. But chatbots have gone much further than simply responding to customers whove come from the Help section. Its also been used as a direct marketing method to connect and communicate with prospects on a variety of businesses and organisations. An example is Facebook chatbox, which businesses have used to promote and advertise events, promotions or even internship opportunities.

16.01.2022 Unlike one-off email and newsletter campaigns, automated emails are a series of emails sent to particular individuals through a range of possible triggers. Email automations are particularly useful for nurturing your customers through sales and support cycles and can increase brand recognition. They are also more personalised, timely and relevant to the recipient. To find out whether you should use email campaigns you should consider your goal for the automation, and do your research on the types of automation tools out there that are most suited to your objectives, length of your campaign and the size of your audience. The best platforms are ones that offer plenty of support and are user friendly, which is especially important when youre new to using automation tools.

15.01.2022 Case Study: Gainsville is one of Melbournes leading modern luxury furniture stores, and engaged the VIVO team to build a marketing and digital campaign to increase their revenue and online web traffic.We executed a marketing campaign for their June EOFY Sale which included creating a TV commercial (creative), buying media on TV, catch up TV, executing Facebook and Instagram advertising, building creative and executing display banner ads and scripting copy for AdWords. The campaign achieved 25% growth on YA over the month of June utilising the same budget as YA. For digital, a combination of AdWords Management and SEO was utilised which quadrupled the amount of traffic directed to the Gainsville website and has resulted in a steady increase in sales.

15.01.2022 How much does your website impact your audience? The 2019 Adobe Brand Content Report revealed that more than half of consumers would abandon their purchasing process if the website was wordy, written poorly or badly designed. Investing time and money into a seamless digital consumer experience is essential in todays marketing space.

14.01.2022 Were in the midst of a video revolution: the traditional horizontal 16:9 format is being turned on its head, and vertical video is gradually taking place at the forefront of creative visual content. To find the reason for this movement, you need look no further than the phone in your pocket and with 75% of upcoming generations watching video on social media daily (Animoto, 2017), thinking outside the vertical box is an essential way to make a memorable impression with consumers.

14.01.2022 Ever thought about buying something then found that product all over your social media? When you browse a website and leave, social retargeting introduces you to products you may be interested in, usually with a discount or promotion that will encourage you to return to their site and finalise the purchase. Successful marketers understand that profiting from ad retargeting is a long-term effort, and can generate returns from a few weeks to many months. However as it allows companies to focus on advertising towards customers who already have a degree of interest, its not only cost effective but can allow marketers to gain insights on where the sales are being made after leaving their site.

13.01.2022 When you think of sports shoes, what brands come to mind? What about for smartphones? Theres no question that there are big name brands in every industry sector, however a Status Labs study found that staggering 90% of consumers arent certain of the brand they want to buy from. This tells us that almost every time a consumer makes a search about a purchase, any brand is on the table. Not matter what size your business is, having the right message, at the right place, at th...e right time is all it takes for a potential customer to become a hot lead. If youre not sure how you can really nail that connection moment, get in touch with us well help you devise and implement the right strategy for your business.

12.01.2022 Whether youre creating your own or using it as a marketing avenue, podcasts are making their way into the spotlight. The number of podcast listeners has been growing steadily over the past few years, and with more than 30% of Australians tuning in, its proven to be a valuable platform. Research has found that 63% of Australian podcast listeners have taken action after hearing an advertisement or sponsorship in a podcast, and weve seen the numbers to back it up. Podcast advertising revenue increased by almost 50% to $114.9M from 2017 to 2018 and is projected to reach $1B in 2021. With numbers like that its clearly a profitable space for marketers, and there is no doubt it will soon become a must-have in advertising.

12.01.2022 Campaign Spotlight: BrewDogs very straightforward advertisement. A few months ago, the brewery teamed up with Uncommon Creative Studio to create a media campaign which was as simple as it gets. The TV spot featured a beer can in front of the word advert against a plain white screen, and thats it. No other visual elements, just music in the background. The idea behind the advertisement was to provide a fresh change in honesty among all the cynicism consumers have towards advertising. Their message was made even more meaningful by getting a spot during the ad break in Game of Thrones, where brands would often spend big money.

12.01.2022 The more we know about our customers, the better we can personalise their experience but they arent always so willing to share. Research shows that just 11% of consumers are comfortable sharing their data, yet 61% feel that brands do not know their customers well enough. This makes it vital to balance their marketing carefully. Develop trust from customers, maintain transparency about data collection, and vary the level of personalisation according to the engagement of the consumer.

11.01.2022 What can beacon technology do for businesses? The innovative Bluetooth technology has come a long way since its debut in 2013, increasing proximity marketing capabilities and giving businesses the opportunity to gain valuable consumer insight. For instance, it can allow marketers to track key interaction points of users to better develop an attribution model and provide more detailed information on customer behaviour in stores.

11.01.2022 Case Study:The Uniform Stylist is a uniform designer that collaborates with their clients on creating a personalised look for their business and brand.VIVO was engaged to support in building the launch strategy, and assisting in execution projects. Their objectives were to build consistency in branding, brand awareness, lead generation and marketing efficiency. Our team took the strategic lead and have executed on a variety of campaigns, including a magazine spread and a shoot for their online shop, resulting in the successful delivery of all objectives.

10.01.2022 Campaign Spotlight: Mountain Goats unique call centre. The Australian brewer teamed up with Melbourne agency The Monkeys to build a call centre run entirely by goats. The campaign serves as a giveaway mechanic, prompting participants to call and listen to over 170 possible goat-led scenarios, to then be sent a text message allowing them to enter a giveaway for a years worth of Goat Beer.

09.01.2022 The online space is a fast-paced world, which has brought forward more interactive content. A study by Microsoft reported that the average human span is now eight seconds (dropped from 12 seconds in 2000) so its vital that marketing strategies grip users right from the beginning. Whether its interactive videos, animations, emails or contests, encouraging action from consumers is a key part of any creative strategy.

08.01.2022 Oral B is using AI and smart mirrors to take their brand beyond just dental health. The brand is experimenting with using smart mirrors to display health statistics of the user, and using data to determine whether they are at risk of gum disease and diabetes. While still in its exploratory stages, Oral B is using these technologies as a stepping stone to expand their brand to one that cares about consumers health as a whole.

07.01.2022 The 2019 Adobe Brand Content Report revealed that more than half of consumers would abandon their purchasing process if the website was wordy, written poorly or badly designed. Investing time and money into a seamless digital consumer experience is an essential in todays marketing space. Things such as easy page navigation, having correct landing pages and using aesthetic fonts, colours and images that are relevant to the brand are some necessary considerations in creating a user friendly website design.

07.01.2022 A recent study by BBC’s StoryWorks has found that people who were self proclaimed ‘ad avoiders’ were 22% more engaged and likely to remember brands mentioned in podcasts in comparison to TV ads. The study focused on podcast listeners in four markets including Melbourne. Listeners from the study subconsciously drew associations of the sponsored brand to words they regularly heard in the podcast. This can potentially influence marketers taking up opportunities to drive positive brand associations through less traditional methods. Read more about it here! https://bbc.in/32bxSi8

07.01.2022 One simple instruction: Create a way to eliminate plastic packaging waste that is scalable and viable across markets. This is what Corona gave to agency Leo Burnett Mexico, and they delivered. The new design creates beer cans which can be screwed into one another, creating pillars of cans of any size you would like. The design uses no additional packaging outside the can itself, and has the added benefit of letting customers pick whatever quantity pack they want. The packaging is still in its testing phase, but their ultimate goal is to extend the design across all their products and even across different brands.

07.01.2022 Live video marketing is something thats become more and more utilised in marketing campaigns, because they generate high levels of audience engagement in a more authentic way in comparison to other kinds of media. A survey from Livestream and NY Magazine showed 82% of respondents preferred live video from brand to social posts and 64% of users more likely to buy a product online after watching a video. Live videos are definitely something marketers should consider when trying to connect and interact with their audience, especially combined with influencer marketing.

06.01.2022 Brand ambassadors or influencers can be beneficial in building your brand personality and reputation, as well as increasing awareness of your brand. This is because having one or several brand ambassadors can give your brand message greater credibility, as the audience is able to connect with a real person or people in a more authentic way. But influencers should be used strategically, and generate excitement through campaigns that directly communicate the message you want for your audience.

04.01.2022 Live video marketing is something that’s become more and more utilised in marketing campaigns, because they generate high levels of audience engagement in a more authentic way in comparison to other kinds of media. A survey from Livestream and NY Magazine showed 82% of respondents preferred live video from brand to social posts and 64% of users more likely to buy a product online after watching a video. Live videos are definitely something marketers should consider when trying to connect and interact with their audience, especially combined with influencer marketing.

04.01.2022 Case Study: Il Gelato is a multi-award winning Italian gelato brand offering over 170 flavours of gelato with dairy-free options. VIVO worked with the team at Il Gelato build a 12 month marketing strategy run a marketing campaign and sales strategy. Then assisted with the creation of a conversion focused website and optimising their social media and digital campaign. ... The results? The digital execution included a digital asset upgrade which resulted in a 132% growth in followers on Instagram, social media ads and supporting emails to drive Il Gelato promotions, with one campaign adding 748 gelato lovers to the mailing list. The website rebuild saw us adding a variety of assets being added to the brand including photos, multimedia videos and campaign key visuals. The sales and distribution strategy included the construction of a sales presenter to influence buyers in supermarkets, large retail chains and petrol & convenience stores, building up a distribution strategy. This strategy identified major accounts and distributors around Australia, set targets and provided a profit and loss summary for gelato formats and flavours and consumer incentives. This strategy was a huge success, leading to a 26% brand growth in 2018.

03.01.2022 Campaign Spotlight: Cancer trials group ANZUP Australia has partnered up with some of the biggest names in the culinary world to launch their #RudeFood campaign. The tongue-in-cheek social campaign is aimed at sparking conversation around below the belt cancers penile, testicular, prostate, kidney, and bladder.

02.01.2022 Case Study: Gainsville is one of Melbourne’s leading modern luxury furniture stores, and engaged the VIVO team to build a marketing and digital campaign to increase their revenue and online web traffic.We executed a marketing campaign for their June EOFY Sale which included creating a TV commercial (creative), buying media on TV, catch up TV, executing Facebook and Instagram advertising, building creative and executing display banner ads and scripting copy for AdWords. The campaign achieved 25% growth on YA over the month of June utilising the same budget as YA. For digital, a combination of AdWords Management and SEO was utilised which quadrupled the amount of traffic directed to the Gainsville website and has resulted in a steady increase in sales.