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26
May

Using content marketing to supercharge events

A recent report from the Content Marketing Institute and Ion Interactive finds that large companies are making interactive content a stronger part of their marketing mix. It’s a trend that’s not really surprising given how powerful interactive content can be in building customer engagement, brand awareness and lead generation and how quickly the line between the digital and offline world has disappeared.  

At it’s core, content marketing is about brands starting a conversation with their customers. It works because humans are inherently social – we can’t resist the call to contribute, to compete, to share and to be part of an online conversation. We love to take part in something larger than ourselves. Add ubiquitous internet and smartphones and you now see social media sitting firmly alongside our physical experience with the world. ‘Being in the moment’ no longer means switching off our devices. It means living it and simultaneously recording it to be shared in real time.

The challenge for marketers is how to effectively manage that conversation and interact with audiences and consumers in ways that enhance their experience of their brand in real time, 24/7. The once carefully constructed brand content no longer has the efficacy and resonance it once did. Brand stories are now being driven by consumers interacting with the brand and it’s easy to see why. We simply trust our social peers more than we do the advertising message.

 

The live experience

adele live 2017

Many of these brand stories and conversations are taking place at live events – an element of marketing strategy that’s become increasingly important. Live events provide a number of touch points between the brand and its audience. By integrating social media, these touch points can be taken to a whole new level. Branded live social activations are now a common feature at music festivals around the world. But for other events,  in fields like sports, recreation and conferences, there is huge potential for brands to enhance the overall on-site experience for attendees.

Aggreg8Live at concert

Benefits of social branded engagement at events

With digital now firmly embedded in the real world, people now demand cross-consumption between the actual event, and the digitised version of it. Brands that can offer a hybrid experience will ultimately thrive in this environment.

There are many benefits of incorporating live social branded engagement into your event including:

  • Instant gratification – people get a big thrill from seeing and sharing their experiences at live events. This is why event photo booths and kiss cams have had such a long-lasting appeal. Such social pastimes can now continue via social media walls which continue to drive benefits and amplification long after the event.  
  • Steering the conversation – consumers drive the conversation but you have the ability to steer it by what you determine and curate; from the campaign and its hashtags to what you allow to be shown on your social feed.
  • Richer engagement – competitions (especially photo-based) with the ability to highlight and reward participants can liven your event and incentivise people to generate content.
  • Maximising your media spend – a social platform that has rights and permissions management in place will allow you to turn earned media (user-generated content) into owned media (redistributed through your brand’s marketing channels).
  • Greater reach – while live experiences may reach fewer people compared to broadcast media, the ability to enhance the experience for those attending the event can actually help spread your message much further than just inside the venue. As attendees are encouraged to share on social media, their followers become exposed to your message.
  • Driving future attendance – spreading social media content about the event to people who aren’t in attendance can induce FOMO (fear of missing out) that may encourage them to buy a ticket. Eventbrite’s research indicates that nearly 7 in 10 millennials cite FOMO as what drives them to attend events and share their experiences on social media.
  • Gaining insights and analytics – the success of an event is not just determined by attendance figures but also by the level of engagement. Live social engagements that can incorporate analytics will provide valuable intel about your target audience, from what interests them to how engaged they are. This can help you fine-tune your event in real-time or for future events.

fan selfies

What content marketing are you planning for your next live event?

With audiences already sharing their experiences at live events on social media, how can brands leverage this to create a great experience online and get better reach and engagement? What brands need is a tool to facilitate this process. Something that can pull together all hashtag-specific social media content quickly and easily, essentially cultivating a complete conversation in real time.

Introducing Aggreg8Live! – a content marketing platform that will do just that.

Aggreg8Live! Logo

Imagine being able to generate and gather all the social buzz surrounding your brand into one central branded display.

Aggreg8Live! collects rich content from social media and then displays it in a visually aesthetic grid for your audience in real time.

It’s easy to use and works on all devices. Best of all, you have full control over what is displayed and how it’s displayed. Sit back, curate, and watch your audience form better connections with your brand.

 

Find out more at http://www.aggreg8live.com/

26
May

Meet Annie

Say hello to Annie Chesterman, our new General Manager. Getting Annie on board is like a trophy in itself and to be honest, we now couldn’t imagine life without her. She brings a breath of fresh air and a wealth of experience and knows just how to bring us closer together.

Annie Chesterman

See what we unearthed when we played 15 questions…

  1. What’s your favourite emoji?

👍

  1. What were you doing before Circul8 and why didn’t we find you sooner?

I was hiding at ABC and Triple J for the last 15+ years. I spent the last 3 years there working as Chief of Staff to MD Mark Scott but before that I managed the development and launch of many digital projects and products including mobile apps, the content platform ABC Open and the hugely successful triplejunearthed.com.

  1. What’s been your favourite triplej Unearthed performance?

Has to be Flume but there are so many!

  1. Why Circul8? What attracted you to this role?

I’m a really hands-on person that’s passionate about digital, product development and nurturing creative teams. Circul8 ticked all the boxes and then some. After chatting with Circul8’s Managing Director, Alana Stocks, I was impressed by how gutsy and tenacious she was. She exuded an entrepreneurial spirit that I really liked and wanted to be a part of.

  1. What’s most rewarding about your job?

Being in a position that allows me to build a great team, to help people develop and succeed. People don’t always know what they’re capable of and sometimes all they need is a champion.

  1. Got a free time management tip for us time poor creatives?

Tackle the most difficult tasks first thing in the morning when your brain is fresh.

  1. If you could have dinner with 3 people, dead or alive, who would they be?

Tina Fey, David Bowie, Salvador Dali – am fascinated by their creative brains.

  1. Favourite book?

Ooh tough one… I read a lot. A Gentleman in Moscow by Amor Towles. It’s a book for our times and focusses on a character who demonstrates how to deal with changing social and political situations with unbelievable grace.

  1. The app that you can’t live without?

Spotify. I can’t go without music!

  1. What do you enjoy most about digital marketing?

I’ve always loved the interactivity of the digital world. There’s nothing more satisfying than seeing the offline and online world work together in a way that makes our lives better.

  1. Will robots take over the world?

Hopefully not! It’s becoming something that keeps me up at night.

  1. We’re starting to see more women in leadership positions. How do you think an agency can benefit from being female-led? Any advice for women thinking about pursuing a leadership role?

I’ve had great mentors in my career, both female and male. In my experience, both can be equally great in leadership positions.  At the end of the day, it’s more about your personality and approach. I think female leadership can bring different things to the equation – strength with a dose of empathy which is particularly important in the creative industry where you’re dealing with ideas and creative personalities.

Advice for women… be courageous and back yourself. It’s what men have done for centuries.  

  1. Any guilty pleasures?

……Spanish Soap Operas on Netflix

  1. How would your kids describe you?

“Persevering, intelligent and very loving” – Sophia (Well played Sophia 👍)

  1. When did you learn there was no Santa Claus?

Too soon… I had three older siblings.

 

26
May

A wall welcome…

For a long time at Circul8, we felt like something was missing. We kept stuffing ourselves with French pastries and cakes but the void remained. That’s when we realised we needed to fill the empty space of our entrance. We wanted to do something special and give back at the same time…

While we love to work globally, our values are firmly based locally. We wanted to showcase Australia’s most talented artists on our wall. The call was put out and the very talented Gosia Lapinski answered…

Behold… the new face of Circul8.

Artwork

Artwork by Gosia Lapinski

A tribute on canvas to commemorate our securing of a one year marketing partnership with Japan Tourism. The three elegant cranes perfectly symbolises our productive relationship with our valued client and we couldn’t be more chuffed with the result.

Stay tuned. We plan to showcase a new piece of art from a new artist every 6 months. To be our next resident picasso, show us what you can do by emailing artshowcase@circul8.com.au.

Our wall is now your wall. It’s our way of adding a little more colour to the already colourful South Downing Street (shout out to the dancing man with the boom box, don’t ever change).

 

07
Apr

Circul8 Artist Showcase – Calling artists of Sydney!

How do you like the sound of having your artwork adorning the entrance of one of the most highly awarded independent digital creative agencies in Sydney? THIS IS YOUR CHANCE.

We have a large empty white space in our entrance. This makes us sad :-(

We do have an idea to make it less empty though….

Rather than filling it with the usual creative agency fluff, we think it would be a great place to showcase local artistic talent. Does this sound like you? Well, we would love for you to come and get creative with our wall :-)

Entrance Artwork

Every single person who enters our studio walks past this wall, it’s difficult to ignore. Your artwork will be seen by a wide range of creative marketing professionals from designers, copywriters and producers to strategists, social media managers and directors. This walkway is the only (legal) way into the studio, so our full team will see your work every day, as well visitors from our agency friends, partners and clients, who include: Tourism Fiji, Japan National Tourism Organisation, Singapore Changi Airport, ANZ Stadium and Royal Caribbean.

You can clearly see the piece from the road too, so any passers by can also peek their head in and enjoy your artwork.

Details
– Dimensions: 1630w x 2610h cm
– Canvas space is white, other walls surroundings are yellow.
– Installation time: 6 months per piece
– We will pay for your materials!
– We will ensure you are well fuelled with coffee/juice/beer while you work

Can you help us make our entrance a little less empty and a bit more AWESOME?

Just send us an email to artshowcase@circul8.com.au including your creds and proposed design and we will select one artist every six months to use the space.

16
Nov

Winning ways – C8 picks up two Silver W3 Awards for Magic Sakura campaign

Drum roll, please…Circul8 are the proud recipients of not one, but TWO Silver Awards in this year’s W³ Awards for our work on the Magic Sakura tree for Japan National Tourism Organisation (JNTO) – hurrah!

It’s always an honour to be recognised for the work we do – after all, we’re super passionate about tourism marketing and helping clients to solve problems – but it’s even more exciting that we’re rubbing shoulders in such esteemed company.

The annual W³ Awards honor outstanding websites, web marketing, web video, mobile sites/apps and social content created by some of the best interactive agencies, designers and creators worldwide. Other awardees for 2016 include SapientNitro and CBS Interactive.

When JNTO wanted to increase the number of fans across their social media channels and raise awareness of Japan as a travel destination, Circul8 created the Magic Sakura – an interactive ‘tamagotchi’ style mini-game in which users were tasked with growing and nurturing their own Sakura tree. Players would need to balance water and food intake to maintain tree happiness and ensure it grows healthy and strong. As the tree matures and is kept healthy, mythical Japanese creatures fly through the scene and lanterns appear on its branches for the player to collect and earn points. Different game levels would highlight various travel destinations in Japan where people can view Sakura trees for real.  

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To promote the game, we built a content strategy geared around sending traffic to JNTO’s website and leveraged their social media channels to drive awareness and clicks.  We also partnered with ANA Airlines and H.I.S. Australia to provide some awesome prizes – including a trip to Japan – throughout the campaign.

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The total reach of the campaign was a whopping 4,174,797 people, and JNTO saw a 31% increase in Facebook fans and a 173% increase in engagement on social media posts. Perhaps the most impressive – and surprising – statistic was the average dwell time of 17 minutes; in a world where users are constantly bombarded with digital real estate and spend just seconds glancing at social media posts, this was really indicative of just how effective the campaign was.

JNTO’s email database grew by 11,562 and there were over 10.7 MILLION game interactions during the campaign period – phew!

We’re absolutely thrilled that Magic Sakura was recognised not once, but twice in the W³ awards – in the Social Content & Marketing Promotions and Contests category, and Game or Application Tourism. Excuse us whilst we blow our own trumpet for a minute…

If your organisation has a problem that needs solving or you want to inject some creativity into your content, get in touch! Your next campaign might be an award-winning one…

26
Sep

Facebook Messenger bots

Facebook Messenger is used by over 1 billion people every month and its smartphone app is now finally transforming into a one stop shop for anything you could dream of needing.

Facebook has always given developers the ability to create automated chatbots for Messenger. Using the Send/ Receive API, chatbots are able to respond to people using more than just text.

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The bots respond with structured messages, sharing anything from photographs to links, call to action buttons to credit card payment forms. So far we have seen bots ranging far and wide including Skyscanner’s introduction of a bot that, through a multi-user experience, allows family and friends to search, plan and book together, and even a White House bot that allows you to send messages straight to President Obama through the Office of Presidential Correspondence.

Further, brands will be able to sponsor messages that will be sent to people who have already started a conversation with them. What opportunities does this provide for our clients? Limitless, everything from basic customer service chatbots to bots that allow booking with local travel agents are possible, and each provide a more personal and simple experience for the user.

26
Sep

Pokemon GO takes over the world

Launched on 6 July, Pokemon GO is a free app that uses augmented reality to give Nintendo’s beloved video game 21st century legs.

Built by Niantic (a company owned by John Hanke, who helped create Google Maps and Google Earth), Pokemon GO became the most downloaded app in App Store history in its first week (and it was only available in Australia, New Zealand and the United States back then!).

Downloaded more times than Tinder, Pokemon GO quickly overtook Twitter’s total number of daily users and even surpassed Instagram and Snapchat in terms of how long users spend on an app. It has now been downloaded more than 100 million times, makes $10m a day in revenue and is being played everywhere, from Melbourne to Myanmar.

Whilst Nintendo has pounced on the opportunity to monetise Pokemon GO, allowing brands and businesses to apply to sponsor a PokeStop or a Gym (a place on the map that attracts players with rewards or Pokemon battles), brands wasted no time capitalising on the opportunity to piggy-back on a worldwide phenomenon (and increase sales in the process) simply by getting creative on social.

Here are our favourites:

  1. Virgin Mobile Australia

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  1. Yelp

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  1. Whattaburger

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  1. Amazon

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  1. Woolworths

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23
Sep

Fiji breaks the internet!

The Rugby Sevens gold medal prompts Fiji to become the #1 trending search in the world on Google!

The happiest people in the world recently became the proudest too, as Fiji’s Rugby Seven’s team took home the country’s first ever Olympic Gold Medal from Rio.

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The amount of love that the world has for this tiny group of islands in the Pacific Ocean is incredible, and was reflected on Google as Fiji became the #1 trending search in the world!

Screen Shot 2016-09-23 at 4.12.13 PMAfter quickly celebrating here at the Circul8 office, our social team got to work to help Tourism Fiji show their appreciation for their local heroes online. Our team created some custom social assets that anyone following Tourism Fiji’s channels could like, share and comment on to show their happiness and pride for the team’s success.

The results were astounding, but not surprising for our gun social gurus.

View a selection of some of our finest posts below!

https://twitter.com/TourismFiji/status/767161932994392065 

 

Well done to Fiji and to the C8 social team!

23
Sep

Changi Airport’s Explorers of the Hidden Gems

Uncover corners of the world you may have missed – but undoubtedly shouldn’t – with Changi Airport’s Explorers of the Hidden Gems.

This campaign with Changi Airport, launched last August, invited intrepid explorers to join in on an adventure to largely undiscovered, but infinitely captivating, corners of Southeast Asia: the Hidden Gems of Yangon, Yogyakarta, Kalibo, Vientiane and Da Nang.

The centrepiece of the campaign were our two Changi Explorers, Pauly Vella (@paulyvella) and Sera J. Wright (@photography_byron_bay). Both adventurers in their own right, Pauly and Sera took the world on a journey to Hidden Gems, Yogyakarta and Yangon – showcasing the infinite rewards of venturing off-the-beaten-track.

Not only did their adventures earn them a wealth of once-in-a-lifetime experiences (and more than a few enviable snaps), but it earned the rest of us a glorious sneak peek into the captivating faces, places and experiences on offer at Asia’s Hidden Gem destinations.

Do you think you have what it takes to be the next Changi Explorer? Be sure you join in our search for the first People’s Explorer!

On offer to the lucky explorer-to-be is the chance to uncover the Hidden Gems on behalf of Changi Airport and its partners, Intrepid Travel and Singapore Airlines. Living the life of a true adventurer, you’ll discover and document corners of the world that are often overlooked but by no means should be. Bask in natural and cultural wonders that will take your breath away, learn about unique customs and traditions from the locals that live it, and inherit a once-in-a-lifetime experience truly worth writing about! Find out more: http://bit.ly/2cLtS0t