Our Media Director, Aaron Ward, talks about some of the brand-building activity AV Browne has been involved in over the past few months.
I like to think that media planning is part art, part science. These days it is the science part that is more often than not playing the lead role, and rightfully so with the growing number of data points that can be built into the planning process. 'Scientific planning' – as I'm going to call it for the purpose of this article – often takes the form of digitally-led direct response campaigns that are continually tracked, measured and optimised to within an inch of their lives. Whilst this number-crunching leads to a tangibility that is undoubtedly satisfying, we still relish the chance to get involved with some unadulterated brand-building activity, which obviously still needs to be precision-planned, but often allows for just that little bit of extra craft and lateral thinking in comparison to direct response campaigns. Three of our more recent brand building examples are detailed below:
Moy Park – Rule the Roost
As its campaign proposition, Moy Park wanted to 'Share the Goodness' and create a fun factor around family meal times in Ireland. To achieve brand standout in a crowded marketplace, we were aiming for something both original and disruptive. Kudos goes to the Moy Park team for daring to innovate! We concocted the 'Rule The Roost Roadshow' a chicken-based gameshow fronted by the godfather of Irish radio, Hector O'hEochagain, and TV presenter, Mairead Ronan. The roadshow toured four locations in Ireland capturing lots of entertaining video content along the way, which was then distributed via Moy Park's own Facebook over an 8-week period. To support the social media activity, we teamed up with Today FM and Cool FM given their strong reach and affiliation with families across Ireland. Rather than simply using spot advertising to point listeners towards Moy Park's Facebook page, we created a number of features and competitions which mimicked the fun to be had on the gameshow live on air with a number of popular and influential radio hosts including Al Porter, Ian Dempsey and Pete Snodden. The mix of radio and social media gave way to a snowball effect, resulting in overall KPIs being exceeded with 1.5 million video views and counting.
National Trust – Ryan Tubridy Roadcaster Tour
The brief from the National Trust team was to increase the number of Republic of Ireland-based couples taking a short break at its properties along the Causeway Coastal Route. To plant the short break seed with the audience, we planned a series of spectacular 360 degree videos via social media and coupled this direct-response style ads on catch-up TV players and classified press. Whilst we were happy that this media mix would drive web traffic and booking intent, it needed a certain 'oomph' to take it to the next level. Enter Tubridy.
As the longstanding host of The Late Late Show and weekday radio show on RTE Radio One, Ryan Tubridy is undoubtedly the most popular and influential personality in the Republic of Ireland and represented the perfect solution to headline National Trust's campaign. As part of an exclusive package, the RTE/ Tubridy entourage set off on a two-day tour of National Trust properties which included two live broadcasts of Tub's RTE One morning show from the famous stones and the Crown Bar/ Europa hotel producing plentiful social media content.
Within the world of marketing opinion, one of the most common threads of conversation seems to be how brands are making a mockery of their audience through contrived branded content created or endorsed by 'influencers'. However, the credibility of this collaboration was not up for question! Ryan's genuine enthusiasm during the visit and his clear desire to tell people to visit and experience if for themselves was unquestionable and infectous. The radio and social coverage generated for the National Trust from the media partnership was invaluable.
Blue Dragon – a Tasty tie-up
Also on the topic of influence, we have recently had the pleasure of working with Buzzfeed's influential food network Tasty on behalf of the team at Blue Dragon.
Our always-on content on Blue Dragon's social media channels is fresh and appealing. Engagement on the page has gone from strength to strength. However, when we were asked to find a way to raise more awareness in the GB marketplace of Blue Dragon's delicious product range to mark its brand relaunch, it was a no-brainer. Tasty is a media behemoth. It has 86 million Facebook followers and each and every video seems to have the recipe (pun unintended) for viral success.
As part of the package, the Tasty team created a hand-made branded recipe video for Blue Dragon heroing their Sweet Chilli Dipping Sauce as a modern form of product placement. This video has been pushed out to Tasty's huge / hugely engaged audience generating 1.2 million video views and counting (watch this space) giving us the perfect platform to create both awareness of the new brand as well as purchase intent. This initiative has also provided engaging content for placement on Blue Dragon's social and digital platforms over the coming months allowing it to propagate further and driving even more value from this tasty media investment.
Some great examples of media innovations that facilitate creative executions, but most importantly generate rich content that resonates with the target audience and delivers real brand engagement.