Archies Footwear’s big bet on high quality content pays off as six times Golden Foot champion Yanderas Janderas proves a social media super star, driving higher sales and strong brand engagement. 35 million views later, the brand has achieved an average post-engagement increase of over 30 per cent. It’s a second time collaboration for Archies Footwear head of marketing Ruben Thompson and the team at ODV. They first worked together on a campaign for NZ bathroom products brand Two Dudes.
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Edelman Trust Barometer shows Australians alarmed about AI, sceptical of innovation; fear cybersecurity and information wars more than inflation; trust peers and scientists more than CEOs and journos
The 24th edition of the Edelman Trust Barometer shows a 4 percentage point lift in trust sentiment across Australia, bringing us out of negative and into neutral territory. But underneath the topline figure is a bubbling pot of fear and scepticism, particularly with regards to new innovations such as AI and the way they’re being managed by government and business. Existential concerns prompted by technology – specifically cybersecurity and information wars – are also now superseding personal economic fears around inflation. This is despite the fact Australia’s wealth gap is playing a direct role in how we view and embrace innovation. For Edelman Australia CEO, Tom Robinson, increasingly politicised views plus the echo chamber of relying on peers and ‘people like me’ as trusted sources of information over and above government, business leaders, scientists and technical experts, is another worry. The message for brands and businesses? It’s time to reset thinking on business-government partnerships, spokespeople and messaging and turn up the dial on listening and nuance.
YouGov data reveals 60% of Australians are loyal to their favourite radio station
New data from international online research and analytics group YouGov Profiles has shed light listening habits of Australians, revealing that 60% consistently tune into the same radio stations.
Next wave: Everything marketers need to know about the streaming-TV-online video shake-out – audience forecasts, advertising shifts, where next: Ampere Analysis
Marketers and media companies had just about got to grips with audience fragmentation brought about by social media and online video. Now the next big wave is coming fast from global streamers piling into TV’s heartland with ad plays because their subscriber growth has maxed out. They’re targeting the young with localised reality shows, comedy and romantic dramas, and the old with documentaries and crime while taking aim at live TV’s biggest bastion by bidding for sports rights. That hasn’t always worked out for the likes of Amazon, which has pulled back from Premier League rights acquisition in the UK. But it has Disney, Fox Sports and Warner Bros. Discovery worried enough to try to get a combined sports platform off the ground in the US and over regulatory hurdles. Ampere Analysis veteran analyst Guy Bisson thinks similar collaboration from broadcasters locally may be required – and could be good for audiences. Across the piste, Bisson breaks down where audiences are going, how much time they are spending on each channel, and where the money’s headed – with Australia ahead of the global tipping point on streaming versus TV consumption, but not yet in terms of TV-video ad dollar reallocation.For broadcasters, the push by Amazon, Netflix and others into ads kills the old TV versus online video debate and removes the moat around ad-funded quality long form video. “It’s no longer about ‘should I do TV, or should I do online?’ It’s, ‘I can do everything I can do on TV on streaming’, says Bisson. He thinks broadcasters can compete on reach, targeting and content but need to accelerate streaming-first pivots to regain and retain audiences that definitely want free streamed TV versus the new pay TV – and strategically steal what they can.
Circana’s 2024 FMCG insights: AI, ‘funflation’ and the evolving concept of value
Circana has unveiled its first FMCG outlook report for the Australian market in 2024, delving into the trends that have carried over from 2023 and their impact on consumer behaviour, with a particular focus on the influence of economic challenges and the increasing use of AI in marketing.
Ogilvy’s ‘The Future of Social’ report unpacks the evolving social media landscape
Ogilvy has published its annual marketing and communications trends report, ‘The Future of Social’, investigating 11 key trends across social influence, social content, and social platforms, to provide insights for marketing and communications teams navigating the evolving social media landscape.
Government weighs up next steps after receiving Optus post-incident review report
The Federal Government said it’s now considering recommendations made in the final report from its Optus Post-Incident Review, led by former Deputy Chair of the Australian Communications and Media Authority (ACMA), Richard Bean.
Godfreys to close doors after administrators fail to find buyer
Australian retail group, Godfreys, is set to permanently close after administrators failed to secure a buyer for the business.
Lexus drives into luxury cinema with Gold Class partnership
Automotive brand, Lexus, has partnered with Event Cinemas and Village Cinemas as the presenting partner of Gold Class, delivery a luxury experience to cinema audiences.
Proof is in the pudding: Intrepid’s global brand bet delivers much-desired brand awareness lifts; while improved digital interactions and personalisation help drive 40% revenue growth
It’s been a big flip from performance-led marketing to global brand play, but 12 months on, the results are showing it’s paying off for Intrepid. Lifts in brand awareness, brand search and engagement across markets are on the scorecard, and there’s record revenue of $621m – the majority of which comes through owned channels – on the balance sheet. Not bad for a ‘phantom brand’ and tour operator that has been helping deliver experiences for 35 years but hasn’t always had the logoed T-shirt, branded bus or social feed recognition to prove it. While climbing that brand mountain, Intrepid chief customer officer, Leigh Barnes, has been working on his bigger, multi-year plan to firstly get to know customers better, then drive more ways for them to interact, engage and book. It’s a strategy fuelling digital and personalisation investment, as well as diversification outside tour products into accommodation – and the latest foray, book publishing.