Haystac_Presentation

WE RECALL EXACTLY THE MOMENTS WE ENJOYED

SOMEONE RECENTLY ASKED ME WHAT I DID LAST TUESDAY FROM 11AM TILL 3 PM. I REALLY HAD TO THINK ABOUT IT, WAS I IN A MEETING, AT THE OFFICE, MAYBE I WAS WORKING ON THIS PRESENTATION?

BUT WHEN SHE ASKED ME WHAT I DID LAST TUESDAY NIGHT FROM 7PM TILL 11PM, I COULD ANSWER STRAIGHT AWAY. I TRIED A NEW MEXICAN PLACE WITH FRIENDS.

WHAT IT LEAD ME TO THINK IS THAT WE RECALL MOMENTS WE ENJOYED.

THINGS THAT WE ARE PASSIONATE ABOUT. THINGS THAT GIVE US PLEASURE OR JOY.1

SOCIAL CAN HUMANISE BRANDS. CONNECTING PEOPLE THROUGH THEIR PASSIONS.

BRANDS HAVE AN OPPORTUNITY TO TAP INTO THESE PASSIONS IN MEANIGNFUL WAYS

I AM GOING TO TAKE YOU THROUGH TWO CASE STUDIES THAT HAVE LEVERAGED PEOPLES PASSIONS THROUGH SPONSORSHIPS AND USE SOCIAL MEDIA AS THE GLUE THAT CONNECTS THE BRAND, SPONSORSHIP AND AUDIENCES.

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CASE STUDIES

THE TWO CASE ARE ANZS NETBALL NATION AND HEADBAND FOR GOOD.

BOTH USE SOCIAL MEDIA AS THE KEY IN BUILDING AND ENHANCING THE SPONSORSHIPS. BECAUSE SOCIAL MEDIA GIVES ANZ:

ACCESS TO A GREATER AUDIENCE BEYOND THE EVENT ALLOWS ANZ TO CREATE AN EMOTIONAL CONNECTION (NOT JUST SIGNAGE AT A SPORTING EVENT)CUSTOMISED CONTENTANZ CAN INTERACT WITH FANS IN REAL TIMEAND THE SOCIAL STRATEGIES DELIVER LONG TERM ENGAGEMENT

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IN ORDER TO FIND THE WINS THAT YOU CAN PROVIDE THROUGH SOCIAL MEDIA, OR THAT ARE SHARE-WORTHY FOR FANS, YOU NEED TO KNOW WHATS MEANINGFUL TO THEM.

WHEN DEVELOPING THE STRATEGIES FOR BOTH CASE STUDIES WE HAD TO ASK OURSELVES A FEW QUESTIONS;

WHAT ARE THE BEST THINGS ABOUT BEING A FAN? IS THERE SOME WAY YOU CAN AMPLIFY THAT FAN EXPERIENCES?

WHAT ARE THE WORST THINGS ABOUT BEING A FAN? CAN YOU IMPROVE THOSE THINGS THROUGH SOCIAL MEDIA?

IS THERE A WAY THAT YOU CAN USE TO MAKE FANS FEEL MORE A PART OF THE EXPERIENCE? CLOSER TO IT? A PARTICIPANT, RATHER THAN A SPECTATOR? MORE LIKE AN INSIDER?

WHAT ABOUT FANS WHO DONT ATTEND? HOW CAN YOU ADD VALUE TO THEM?

ONCE WE HAD ANSWERED THESE, WE WERE ABLE TO IDENTIFY SOCIAL MEDIA AS THE KEY DRIVER. USING INSIGHTS WE COULD THEN DEVELOP THE SOCIAL STRATEGIES AND EXECUTIONS

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ANZ NETBALL NATION

IN 2014 ANZ HAD BEEN THE PRINCIPLE SPONSORS OF THE ANZ NETBALL CHAMPIONSHIPS AND THE JUNIOR DEVELOPMENT PROGRAM, NETSETGO, FOR 7 YEARS.

HOWEVER WITH A DECLINE IN INTEREST IN THEIR SPONSORSHIP ACTIVITIES AND WITH NO FREE TO AIR COVERAGE OF NETBALL, WE IDENTIFIED SOCIAL MEDIA AS THE TOOL THAT WOULD UNDERPIN ALL THEIR ACTIVITY.

WE NEEDED TO DIFFERENTIATE THE CONTENT FROM NETBALL AUSTRALIA WHICH LARGELY FOCUSSED ON STATS, PLAYERS AND THE ANZ CHAMPIONSHIP GAMES.

THROUGH RESEARCH WE DISCOVERED THAT MORE THAN 1 MILLION AUSSIES PLAY SOCIAL NETBALL EVERY WEEK IN TEAMS WITH FRIENDS, WORK COLLEAGUES, UNI MATES AND THIS GROUP HAD LARGELY BEEN IGNORED BY NETBALL AUSTRALIA WHO FOCUSSED ON THE JUNIORS, CLUB LEVEL AND PROFESSIONALS.

THE 1 MILLION SOCIAL PLAYERS MADE UP ANZS LARGEST POTENTIAL REACH AND BECAME OUR TARGET AUDIENCE.

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NETBALLERS BOND ON A SOCIAL LEVEL. GROUNDED IN THE IDEA THAT THE TEAM IS STRONGER THAN INDIVIDUAL TALENT, NETBALLERS SHARE AN IDEAL OF UNION AND COMMUNITY, A COMMON LANGUAGE. THEY ALSO HAVE THEIR OWN RITUALS AND LOVE THE SPORT EVEN ABOVE SPECIFIC TEAMS. THEYRE PROUD OF WHAT THEY LEARN FROM THE SPORT, AND TAKE THIS AS PART OF WHO THEY ARE FOR LIFE. MORE THAN A SPORT, NETBALL IS THEIR OWN CULTURE.SO WE CREATED SOMETHING MUCH BIGGER THAN A SPONSORSHIP. WE CREATED THE NETBALL NATION.

THE NETBALL NATION SOCIAL CHANNELS DEMONSTRATED HOW ANZ PRO-ACTIVELY SUPPORTED THE GAME AT ALL LEVELS JUNIOR, SOCIAL, CLUB AND ELITE AND PROVIDED THE FRAMEWORK FOR ALL NETBALLERS TO CONNECT BOTH TO ONE ANOTHER AND TO ANZ.

NETBALL NATIONS SOCIAL MEDIA INTRODUCED A NEW LEVEL OF QUALITY, CREATIVITY AND VALUE TO NETBALLERS ON SOCIAL MEDIA, TAPPING INTO NETBALL TRUITHMS AND CULTURE.

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https://vimeo.com/131163300

WE CREATE A CONTENT PIECE THAT ARTICULATED THE IDEA OF A NETBALL NATION, COMPARING ELEMENTS OF THE NETBALL COMMUNITY TO THOSE OF A NATION.

WE PUT A CALL OUT ON SOCIAL MEDIA FOR TALENT EVERY SINGLE PERSON IN THE VIDEO IS A GENUINE NETBALLER OR CONNECTED TO THE SPORT, EVEN OUR VOICE OVER TALENT IS A NETBALLER.

THE CONTENT HAD AN ORGANIC REACH OF 1 MILLION PEOPLE.

IN 2015-2016 THIS CONTENT PIECE BECAME ANZS TVC AIRED ON FREE TO AIR AND PAY TV DURING THE BROADCAST MATCHES.

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WE ENCOURAGED NETBALLERS ON INSTAGRAM TO SHOWCASE THE BEAUTY OF THEIR GAME THROUGH THEIR EYES.

FROM THE ARTISTRY OF A NETBALL HOOP TO THE CELEBRATION OF A WIN.

ANZ USED THE HASHTAG #NETBALLNATION TO PULL THROUGH AND POPULATE UGC ON THEIR WEBSITE WWW.NETBALLNATION.COM

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THROUGH SOCIAL WE CREATED NATIONAL NETBALL DAY, A COUNTRY WIDE CELEBRATION OF THE SPORT, DESIGNED TO RECOGNISE AND CELEBRATE THE ROLE OF NETBALL IN COMMUNITIES THROUGHOUT AUSTRALIA.

ALL MEMBERS OF THE NETBALL NATION WERE ENCOURAGED TO GET INVOLVED BY HOSTING A FUNDRAISERS, THROWING A PARTY, OR SIMPLY SHOWING THEIR SUPPORT BY WEARING THE COLOUR BLUE.

THERE WAS THOUSANDS OF USER GENERATED CONTENT CREATED USING THE HASHTAG PRE AND DURING THE DAY WITH IT TRENDING ON FACEBOOK AND TWITTER FOR THE PAST 2 YEARS.

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FACEBOOK LIVE

FACEBOOK ASK ME ANYTHING, TWITTER TALK-BACK, INSTA TAKE-OVERS AND A FACEBOOK LIVE SERIES GAVE NETBALL NATION FANS AN OPPORTUNITY TO CONNECT WITH THE ELITE & SEEK NETBALL ADVICE FROM CURRENT CHAMPIONS OF THE GAME.

THIS CONTENT SUPPORTED OUR ORIGINAL QUESTION - IS THERE A WAY THAT YOU CAN USE SOCIAL MEDIA TO MAKE FANS FEEL MORE A PART OF THE EXPERIENCE? CLOSER TO IT, A PARTICIPANT, RATHER THAN A SPECTATOR, MORE LIKE AN INSIDER.

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TRAINING DRILLS

TRAINING DRILLS WITH ELITE PLAYERS AND COACHES WERE A TANGIBLE SHOW OF SUPPORT WITH ONLINE COACHING GIVING THE SOCIAL MEDIA AUDIENCE CONTENT THEY ACTUALLY NEEDED TO IMPROVE THEIR OWN SKILLS.

THE DRILLS WERE DIRECTED AT PLAYERS WANTING TO TWEAK AND IMPROVE THEIR GAME, NOT THOSE NEW TO THE SPORT OUR TARGET AUDIENCE OF THOSE WHO PLAY ON A WEEKLY BASIS AND HAVE BEEN DOING SO FOR YEARR, THIS WAS A FIRST FOR THE NETBALL COMMUNITY.11

ANZ CREATED A COMMUNITY GRANTS PROGRAM OFFERING UNIFORMS, ASICS SHOES, EQUIPMENT, ANZ CHAMPIONSHIP TICKETS AND CUSTOM GRANTS.

ENTRIES WERE OPEN TO ANYONE IS AUSTRALIA

SOCIAL WAS THE KEY DRIVER TO ENTRIES AND SHOWCASING GRANT WINNERS THROUGH VIDEO CONTENT.

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1,759,842FACEBOOK VIDEO VIEWS

105,282 TOTAL FANS(FACEBOOK, INSTAGRAM, TWITTER)

HIGHEST PERFORMING PIECE OF CONTENTHAD A FACEBOOK ORGANIC REACH OF 1 MILLION25,953,836TOTAL FACEBOOK REACH IN THE PAST TWO YEARS (WITH 84% ORGANIC) AWARENESS OF SPONSORSHIP HIT RECORD LEVEL OF 23% (UNPROMPTED) NETBALL NATION CONSISTENTLY OUT PERFORMED NETBALL AUSTRALIA, ANZ CHAMPS AND THE DIAMONDS ACROSS ALL CHANNELS FANS FROM 45 COUNTRIES

OVER 1,000UNIQUE PIECES OF FACEBOOK CONTENT & 700 UNIQUE PIECES OF INSTAGRAM CONTENT

OVER 1,400 TWEETS

THE RESULT, FROM 2014-2016, WAS A HIGHLY ENGAGING, RICH EXPERIENCE FOR NETBALL NATION FANS AND FOLLOWERS, THAT PUT THE NETBALL COMMUNITY AT THE HEART OF THE SPONSORSHIP AND ANZS SOCIAL CHANNELS THROUGHOUT THE WHOLE YEAR, NOT JUST DURING THE CHAMPIONSHIPS.

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ANZ HEADBAND FOR GOOD

THE CASE STUDY, HEADBAND FOR GOOD, IS ONE COMPONENT OF ANZS SPONSORSHIP OF THE AUSTRALIAN OPEN.

IN 2016 ANZ WANTED TO ENGAGE WITH EVENT PATRONS IN A MANNER FIT FOR THE DIGITAL AGE.

WE CREATED A CAMPAIGN FOCUSED ON COMMUNITY ENGAGEMENT VIA CROWDSOURCED SOCIAL CONTENT THAT PERMITTED THE BANK TO PUBLICALLY MAKE A SUBSTANTIAL DONATION TO THEIR CHARITY PARTNER, WORLD VISION.

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TENNIS IS A SPORT RICH IN ICONIC IMAGERY. FROM THE MARKINGS OF THE COURT, TO THE LUSH GREEN OF WIMBLEDON.

SINCE THE 70S, THE TENNIS HEADBAND HAS BEEN A QUINTESSENTIAL ACCESSORY TO COMPLEMENT ANY TENNIS OUTFIT. FROM BJORN BORG, STEFFI GRAF TO ANDRE AGASSI, AND WHO CAN FORGET WHEN JOHN MCENROE - HIS FACE WOULD ALMOST MATCH HIS BIG, BRIGHT RED HEADBAND DURING HIS ON-COURT TANTRUMS.SO WE DECIDED TO PAY HOMAGE TO THE ICONIC TENNIS HEADBAND, AND CREATED #HEADBANDFORGOOD

THE CAMPAIGN ASKED TENNIS FANS ACROSS AUSTRALIA TO GRAB A HEADBAND, PICK UP THEIR PHONE AND SNAP A SELFIE. WITH ANZ DONATING $2 FOR EVERY MENTION OF THE HASHTAG ACROSS SOCIAL PLATFORMS.15

HEADBAND FOR GOOD NOVAK

THE CAMPAIGN KICKED OFF WITH A VIDEO FEATURING NOVAK DJOKOVIC. IT WAS PLAYED ACROSS THE BANKS SOCIAL CHANNELS AND ABOVE THE LINE ON SEVEN NETWORK.

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AS AN ANZ BRAND AMBASSADOR, THE BANK WAS ABLE TO LEVERAGE NOVAKS LARGE SOCIAL FOOTPRINT 17

WE CREATED 50 PIECES OF ORIGINAL CONTENT FOR ANZ TO SEED ACROSS THEIR SOCIAL CHANNELS.

THE CAMPAIGN HAD A REAL-TIME RESPONSE TO EVENTS SUCH AS WEATHER, RESULTS AND CELEBRATIONS.

THIS ALLOWED ANZ TO ACT AS A NEWS SOURCE TO THE AUSTRALIAN OPEN THROUGH THE #HEADBANDFORGOOD CAMPAIGN CREATIVE.

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ANZ ENGAGED SOCIAL INFLUENCERS FROM SPORTING CELEBRITIES TO VINE STARS TO HELP SPREAD THE MESSAGE.

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AS PEOPLE DIGESTED OUR CONTENT THROUGH THEIR NEWSFEED THEY BEGAN POSTING THEIR OWN.

BY USING #HEADBANDFORGOOD WE UNITED FANS CONTRIBUTIONS, AND ALLOWED THE PEOPLE OF FACEBOOK/INSTAGRAM TO START THEIR OWN TENNIS THEMED CONVERSATIONS.

THE UNIQUE HASHTAG ALLOWED US TO AGGREGATE VIBRANT UGC FROM AUSTRALIA AND BEYOND.

USC WAS PULLED THROUGH THE HASHTAG ONTO SOCIAL AND OUT OF HOME BILLBOARDS, INCLUDING CENTRE COURT AT THE AUSTRALIAN OPEN.

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32 million Facebook impressions

88 MILLION SOCIAL IMPRESSIONS

ANZ DONATED $100,000 TO WORLD VISION25,953,836TOTAL FACEBOOK REACH IN THE PAST TWO YEARS (WITH 84% ORGANIC) More than 20,000 mentions of #HeadbandForGood ANZS HIGHEST PERFORMING SOCIAL MEDIA CAMPAIGN AND REMAINS MOST SUCCESSFUL SOCIAL MEDIA CAMPAIGN ANZ HAS EVER IMPLEMENTED.

exceeded all KPIs by an average 326% 2.5 MILLION IMPRESSIONS 26 MILLION LOOPS VINE VIDEOS

9.5 million Instagramimpressions

ANZ WERE SO HAPPY WITH THE RESULTS AND THE ENERGY FROM FANS, THEY DONATED $100,000 TO WORLD VISION. WITHIN A WEEK OF LAUNCH #HEADBANDFORGOOD BECAME THE HIGHEST PERFORMING SOCIAL MEDIA CAMPAIGN AND REMAINS ANZS MOST SUCCESSFUL SOCIAL MEDIA CAMPAIGN EVER IMPLEMENTED.

BY ASSOCIATING WITH THE AUSTRALIAN OPEN, NOVAK DJOKOVIC AND WORLD VISION IN A HIGHLY ENGAGING AND LIKEABLE CAMPAIGN ANZ WAS ABLE TO SHAPE THEIR PERSONAL IMAGE.

WHILST RAISING THE NET PROMOTER SCORE WAS NOT AN INITIAL KPI THE CAMPAIGN GENERATED SUCH POSITIVE FEEDBACK THAT CUSTOMER LOYALTY SAW A 6 POINT LIFT AND A 12% LIFT IN SENTIMENT TOWARDS THE BRAND.

THE CAMPAIGN ALLOWED ANZ GROW A TWO WEEK SPONSORED EVENT WINDOW INTO AN EIGHT WEEK ENGAGEMENT PROGRAM.

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BRAND CAN CONNECT WITH NEW FANS AND AUDIENCES IN MEANINGFUL WAYS THROUGH SHARED PASSIONS AND VALUES, AS LONG AS IT IS A TRUE VALUE PROPOSITION

SUMMING UP, THE TWO CASE STUDIES PRESENTED HAVE REVOLVED AROUND A SPONSORSHIP THAT BOTH PUT SOCIAL AT THE HEART OF THE CAMPAIGNS

DEMONSTRATE THAT A BRAND CAN CONNECT WITH NEW FANS AND AUDIENCES IN MEANINGFUL WAYS THROUGH SHARED PASSIONS AND VALUES, AS LONG AS IT IS A TRUE VALUE PROPOSITION.

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