ROBYN'S UNDIES

TitleROBYN'S UNDIES
BrandYELLOW NEW ZEALAND
Product / ServiceYELLOW DIGITAL
EntrantYELLOW NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation HEYYOU Auckland, NEW ZEALAND
Media Placement YELLOW NEW ZEALAND Auckland, NEW ZEALAND
Media Placement 2 YELLOW NEW ZEALAND Auckland, NEW ZEALAND
Media Placement 3 SO THE STORY GOES Auckland, NEW ZEALAND
PR HEYYOU Auckland, NEW ZEALAND
Production UNTOLD PROJECTS LTD RICHMOND ROAD Auckland, NEW ZEALAND
Post Production UNTOLD PROJECTS LTD RICHMOND ROAD Auckland, NEW ZEALAND
Additional Company CAMILLE SANSON Auckland, NEW ZEALAND

Credits

Name Company Position
Fleur Skinner HeyYou Creative Director/PR Director
Andy Bennett HeyYou Creative Director
Arvid Eriksson Untold Projects Producer
Jacquie Bennett HeyYou Strategy Director
Leah Shao HeyYou Designer
Tash Vranjes HeyYou Artworker
Amanda Dawson HeyYou Account Director
Kate Phillips Killer Poet Copywriter
Camille Samson Camille Samson Photography Photographer

Why is this work relevant for Integrated?

We used nine channels, and each played a crucial role in the campaign achieving both brand and sales targets. TV, video on demand, YouTube, digital supersite billboards, and PR enabled us to drive brand awareness and consideration - time targeted to when small business owners were working on their business. Google Display Network, Facebook, Instagram, search, and EDMs were orchestrated to generate product understanding and gave small business owners reasons to try Yellow - time targeted to when small business owners were working in their business. This integrated approach created a media multiplier, making our campaign work harder.

Background

In New Zealand, Yellow is remembered as the Yellow Pages. Despite nowadays offering digital marketing for SMEs like search campaigns, online stores, and websites, Yellow battled the perception that their only offering was the book. Yellow had stepped up its capability in digital and innovation. Yellow offers search campaigns, Yellow Online listings, websites, online stores, Google products, HubSpot, Facebook campaigns, and Search Engine Optimisation. Our campaign objectives (March - June 2021): 1. Improve product awareness among SMEs Increase awareness of Yellow offering websites from 11% to 15% Increase awareness of Yellow offering search campaigns from 14% to 17% Increase consideration for at least one Yellow digital product from 52% to 55% Once we had their attention, get them to yellow.co.nz to explore Yellow's products. 2. Increase yellow.co.nz website impressions, generate warm leads: Goal: 10,532,381 website impressions Goal: 800 warm leads Goal: 200 digital expert consultations

Describe the creative idea

Robyn’s Undies: We took Robyn Malcolm’s dream of starting an underwear business and made it a reality using Yellow’s digital products. Robyn Malcolm is a New Zealand actress whose TV character, Cheryl West, ran an underwear business (Google it!) Ironically, Robyn really did want to start her own underwear business. When we approached her with our idea, she jumped at the chance. We made the undies with Robyn involved at every step - manufacturing took 6 months. At the centre of the launch was a 30” video where we meet Robyn and her new business. The video introduces us to Robyn, running her underwear business with the help of Yellow digital. Images of Robyn in her undies brought the ‘Get more exposure with Yellow digital’ platform to life with billboards, digital, social, and mobile ads. We developed product-led digital ads, behind-the-scenes video diaries, and ‘how to’ guides.

Describe the strategy

Yellow's core target audience is the notoriously difficult SME segment, a disparate group made up of a vast range of demographics. To reach them, we had to go big. Our research revealed small business owners find it hard to ‘get out of the garage.’ Quitting your job and starting your own business is sold as a dream, but ambitions of freedom and success quickly fade as owners realise how difficult the transition from a passion project in the garage to a viable, successful business can be. We also discovered SMEs' most common source of business inspiration is other SMEs. They follow them on social media, listen to their podcasts, buy their products, and read their e-books. Most importantly, they trust them Our strategy: Use a real-life example of an aspiring small business to show SMEs how to take their dream out of the garage, using Yellow’s digital products.

Describe the execution

Our execution strategy: 1. Generate awareness - when SMEs are working on the business 2. Drive conversion - when SMEs are working in the business Working on the business - brand-led ads First, billboards teased the campaign across 5-days. The following Monday, Robyn appeared on prime-time TV show ‘The Project’ discussing how Yellow helped launch Robyn’s Undies. A competition to win $2,000 Yellow digital marketing packages ran, amplified through Facebook. A heavy-weight 30” campaign ran 'after work' on TV and video-on-demand (5:30pm onwards Monday-Friday). Working in the business - product-led ads Leveraging performance digital - Google Display, Facebook, and Instagram ads, we targeted SMEs during the day to capture them in the moment, driving them to yellow.co.nz. We showcased SMEs using Yellow products on Facebook, Instagram, and LinkedIn and communicated with Yellow’s database using behind-the-scenes content of Robyn’s business. PR stories of Robyn’s Undies ran across 16 media outlets.

List the results

Website impressions Goal: 10,532,381 Achieved: 22,932,378 Warm leads Goal: 800 Achieved: 1,414 - 77% more than target, and 110% increase year-on-year - so many that Yellow stopped marketing to nurture them. Digital expert consultations Goal: 200 Achieved: 332 (Post-campaign research June 2021): Awareness of Yellow offering search campaigns Goal: Increase from 14% - 17% Achieved: 18% - a 29% increase in 3-months Awareness of Yellow offering websites Goal: Increase from 11% to 15% Achieved: 19% - a 73% increase in 3-months Consideration for at least one Yellow digital product Goal: Increase from 52% to 55% Achieved: 60% Sales for search ads increased by 80% year-on-year Websites sales increased 5 times year-on-year Yellow Online paid profile sales doubled year-on-year Robyn made over $30,000 revenue from sales of undies (March-June). All profits went to The Aunties charity. Longer-term ROI $1: $4 PR - We received a combined reach of 1.9 million

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