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Meet Kirsten

Tell us bit about yourself using only emoticons.

What is your very first impression of Circul8 (good or bad)?
Co-ed washrooms.

If you could ‘Freaky Friday’ with one influencer, who would it be?
@chelseakauai or @chrisburkard – both are constant travellers with a wider message.

What were you doing before we found each other?
Living and working in Melbourne! Made the move to sunny Sydney and haven’t looked back since.

Most embarrassing agency experience?
Ask me again at Friday drinks.

What is your spirit animal?
Small black house cat – who sometimes thinks it’s a panther.

Most embarrassing work experience?
Ask me again at Friday drinks.

What is the one thing you would change about our industry?
The median salary… 😅

What was the first job you ever had?
Delivering poinsettias for my dad’s friend to his clients (he had a lot) for Christmas. In the snow. In Canada.

Dinner with one person, dead or alive?
Christoph Waltz – I find him fascinating and think he’d be a great dinner guest! Runner-up: the entire GOT’s cast.

Who’s your hero?
Doctors/nurses who go into war zones… or anyone really who contributes to making the world a better (instead of worse) place.

What is the one book or movie you would bring if you were stuck on a deserted island?
This is hard! Single book: Name of the Wind – Patrick Rothfuss. Book series: Harry Potter. Show: Game of Thrones. Movie: LoTR.

Describe your current job in 5 words.
Creative, social, fun, challenging, unique.

Describe your dream job in 5 words.
Paid (a lot) to travel 😛.

Favourite example of social creativity?
Pokemon Go. It was so immersive – on a global scale – and to see so many people outside catching Pokemon was 1) a nostalgic treat 2) such a cool way of using digital to get people outside and communicating with one another. I thought it was the perfect blend of digital/real world applications.

Sock-sock-shoe-shoe or sock-shoe-sock-shoe?
Sock-sock-shoe-shoe – can’t even imagine doing it the other way 🤔.


5 handy tips and tricks to optimise your YouTube channel

Screen Shot 2018-06-29 at 4.35.52 pm

1 – Update your homepage

Your homepage is your shop front, this is where you draw people in and begin to establish your brand. All content curated for this page should be compelling, unique and aim to introduce your channel personality. Here are a few simple ways to capture attention quickly…

– Create a customised Channel banner.

Include any established branding elements you have, font, logos, brand colours or taglines. This channel banner can also be swapped out depending on your marketing cycle, you may want to create a specialised campaign banner for different projects, videos or content, or even seasons! You just want to make sure that if you’re changing your banner like this, the branding still always remains consistent.

– Upload an engaging Trailer video that succinctly reflects the general tone of your channel.

It’s best practice to select a video that introduces you as a content creator and also outlines what viewers can expect from your content, don’t just pick the video with the most views! Give potential viewers a taste of what you’re all about, create intrigue around your content and encourage subscriptions.

– Revise and update your ‘About’ section.

Think of this as your trailer video in written form. You want to introduce yourself, give a bit of back story, tell your potential audience what you’re channel is aiming to provide in terms of content. What questions will you answer? What problems will you solve? Are you providing entertainment or a service? Below is a great example sourced from top YouTube creator ‘Wengie’ of what your ‘About’ section should include:

‘On my channel: Simple Life Hacks, DIYS, Craft Ideas, Fun Experiments, tricks and pranks! I also do Morning and Night Time Routines, Hair Tutorials, Diet & fitness Tips, Look books & Fashion Videos, Skincare Tutorials and Tips, and everything to help you improve, motivate and simplify your life because I love to try new things and help you all make the right decisions. I want this channel to inspire you to be whoever you want to be. I’m a Chinese Australian that has a wonderful family online :)
NEW VIDEOS every WEEK!! Subscribe and turn on notifications :)!!

Instagram @misswen
Twitter @wengie
Follow me on Snapchat: wengie
Weibo: Wengie黄文洁

2 – Categorise your videos and create some playlists

The key tactic with playlists is to ride on the coattails of a popular theme whilst keeping viewers in your content ecosystem. Take a look at what’s trending on Google and focus on a topic that relates to the content on your YouTube channel. This may be a big upcoming event, a political cause or movement or even just a popular TV show or trending activity. Once you’ve found your inspiration, create some playlists around your chosen theme and label them to align with key search terms for the trending topic you’ve chosen. Usually, when a video ends YouTube randomly selects the next video for the viewer (this may not be one of your videos), the key to playlists is that they KEEP people on your channel with the next autoplay source being the playlist itself.

Remember, once you’ve created some playlists try to update them frequently to keep inline with current trending content themes.

3 – Put thought and strategy behind your video titles, descriptions, keywords and tags

Researching is key to audience growth. Well researched keywords that are used deliberately can be an invaluable tool for your channel – they can boost rankings for your videos, playlists and recommendations. But HOW do you research this? It’s actually very simple; just Google it! Seriously… Google search anything related to your video topics and take note of what Google preempts your search to be. For instance, say you have a channel that focuses on DIY’s or ‘life hacks’ and you’re trying to think of some content ideas for the upcoming weeks, you could Google search ‘How to make…’ and Google will literally TELL you what people are searching. Apparently slime is quite a popular thing to make at home. So there’s your next piece of content: ‘How to make slime’, or pancakes, or money, or a paper plane, and so on!

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Pick whatever works with your channel content, or create new content based on this search and then use the keywords in EVERYTHING: Video Titles, Descriptions and Tags. Keywords in our example would be, ‘how to’ and ‘slime’.

4 – Add cards and end screens to your videos

What is the purpose of your channel? Are you trying to ultimately send people to another platform, or a website? Are you hoping to convert viewers into customers or are you trying to create a community of followers within the YouTube platform? These are all questions you need to address before looking at using the functions of cards and end screens, they can be used to to bolster any of these aims. You can use cards and end screens to keep people on your channel, OR to send them to your website, a purchase link or… anywhere really. Don’t know what cards are? Cards are essentially CTA icons that pop up mid video prompting you to click, these can send you to another video on your YouTube channel, or to a website or purchase page. End screens are utilised more to keep users on your channel, by displaying a final screen that prompts the user to watch another one of your videos. Both cards and end screens are totally customisable and help to optimise your channel for whatever your end goals may be.

5 – Customise your video thumbnails!

Unfortunately, in this fast paced world of social media and advertising, people do tend to judge a book by it’s cover. So when potential viewers are scrolling through the millions of amazing pieces of content on offer to them, you want yours to stand out. You want them to pick your video. Some of the top YouTube creators spend HOURS designing and customising their video thumbnails, and it’s worth it. Try designing your video thumbnail to include large font and bold but brief text (1-3 words Max), house the rest of the text and information in your video Title and Description.

We hope this has been helpful, and you now feel confident looking at YouTube as a valuable marketing platform for your business… Or, even just as an outlet to create ridiculous videos that encourage people to spiral into what has now become known as ‘a YouTube hole’. Either way, YouTube is worth spending some time understanding and optimising.


Aggreg8 Takes On The Big Bash League

Aggreg8 Live! caught another screamer in the outfield at the 2018 T20 Big Bash League.

With average home crowds in Sydney surpassing more than 30,000, the opportunity to get the Big Bash League up on the big screen was a no-brainer. The challenge? Harnessing the power of user generated content in an environment the teams could control during a cricket tournament. The solution? Put Aggreg8, a proprietary tool created by Circul8 into play. The content marketing platform was used during the matches to identify and amplify the best user generated content to get the crowd hyped and showing support for their team. Photos, videos and tweets from social media were blasted up on to the screen in real time for live audiences.


Aggreg8 was used across 15 cricket games at stadiums across Australia including the Sydney Cricket Ground, Spotless Stadium Sydney, Manuka Oval in Canberra, Blundstone Arena Hobart and Launceston Oval.

There’s no denying that Aggreg8 got across the line with The Big Bash League. With over 25,000 pieces of content aggregated during the series, it was obvious that cricket fans equally loved getting involved on social media as much as they loved the fame of appearing on the big screen.

Look out for Aggreg8 at the next big sporting event as you could become part of the big screen fan action at a stadium near you!


A Very Senbazuru Experience – A Japan Airlines, JNTO & Circul8 Partnership


 Senbazaru or ‘A Thousand Origami Cranes’ is a group of one thousand origami paper cranes held together by strings. An ancient Japanese legend says that anyone who folds a thousand origami cranes will be granted a wish by the gods. This makes them popular gifts for special friends and family.

This is just one of the beautiful elements of Japanese culture that help us tell the story to Australian travellers and why we love working with our clients to promote Japan.

The Japan Airlines launch of a direct Melbourne to Japan flight route provided the perfect opportunity to use this legend to create an innovative live activation and digital campaign that would raise awareness of the route, whilst engaging the general public in an interactive space.

The result was a two-stage activation, promoting the new flight path and current sale fares. The most exciting part? Japan Airlines and Japan National Tourism Organisation offered an amazing opportunity to win return economy flights for two to Tokyo. Who could resist?

The first stage of the activation took place in the bustling commercial space of the Melbourne Central shopping mall. Across the two-day event, Melburnians congregated beneath the statement Senbazuru tree installation, which hung lucky origami cranes branded with individual activation codes. Busy commuters, millennial shoppers and family groups alike, stopped to participate by submitting their unique crane codes online to unlock the chance to win a trip to Japan.


Around 6,000 curious passersby stopped to participate over the weekend. The atmosphere was electric, with Japan Airline flight attendants and ambassadors educating participants on the in-flight experience, the airline flight paths and why Japan is the next ideal holiday destination.

Along with the tree installation, the site also boasted two of Japan Airlines prestigious business-class seats. The flight attendants demonstrated the famous Japanese hospitality to give participants a taste of the luxurious business-class experience. Various Japan brochures and other quick-win prizes were also up for grabs, including pens, fans and jackets, further enticing the public to visit and engage with the space.


Stage two of the campaign continued online,  ensuring a larger audience had the opportunity to take part in the competition. By clicking a digital origami crane, users were given unique codes to enter the competition, alongside the approximate 3,400 entries from the Melbourne activation.

The activation was ultimately a great success; providing a unique opportunity for potential customers to stop engage and experience a little piece of the magic and beauty that Japan has to offer.  


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


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.

– 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 [email protected] including your creds and proposed design and we will select one artist every six months to use the space.


Meet Louella

Presenting Circul8’s new Senior Producer!


Oh hey!

Louella just started with Circul8 as a senior producer. With 16 years’ experience working in the world of digital, we’re super excited for what she is going to bring to the team! 

We’ve got a handful of producers here at Circul8 HQ, and they are all very lovely and work very hard. As one of Circul8’s copywriters, I am of course totally across the job that producers do and definitely haven’t used this interview to learn the specifics of their job…. See what Louella has to say…

C8: Hi Louella, first question we ask everyone: what made you want to run away and join the Circul8 circus?

L: I read a blog post that you eat lots of cake and it’s true, in fact I just had a piece and it’s my first week.

C8: Have you always been a producer?

L: No I started off as a baby, then I became a teenager, somewhere between then and now I became a producer, I did take a few detours in between and have been in client management and even a gallery owner and curator.

C8: What do you most enjoy about digital marketing?

L: Honestly, it’s the people and the character, I love working with all types of creative people and masters of their crafts. I enjoy the collaboration between developers, designers, animators and strategist that needs to happen to in order to produce an amazing campaign. But most of the all accountability and flexibility of digital media, the fact that everything is measurable, there is no guessing, we can test and optimise at all points of the campaign so we know we are getting the most of each campaign.

C8: For those reading this who may not exactly know what producers do (not me, I’m totally across it): What exactly does your job entail?

L: Producers are pretty much the mums of the project, we look after everyone and make sure no one is crying , everyone gets home alive and all ends well.

C8: What’s the app you can’t live without and why?

L: I am a big fan of practical apps so I have to say Maps…i’d be lost without it…my sense of direction is not so great.

C8: What’s your prediction for the next big thing in online social interaction?

L: No idea, I am continually shocked by the what people will and won’t share with the world.

C8: Destination marketing and tourism are a big part of what we do here at Circul8. What are your top 3 travel destinations?

L:  Mexico, Jamaica and Cuba…I like the heat.

C8: Thank you for confirming what I already knew about producers in the digital marketing world, I definitely didn’t learn something I should have known ages ago.

L:  Hmmm

Under our Louella-ella, eh

Written by Nic Dorward