COMMBANK KACHING APP

I led the team that helped to create a new Commbank smartphone app - Kaching - that offered NFC and peer-to-peer payments on iPhones. 

Kaching nailed the iPhone interface, making it almost enjoyable to navigate around and transact on accounts. It was supported by an impressive back end, too. 

At the time of it's release it was Australia's first commercially available App to utilises NFC (Near Field Communication) technology.

In addition to wireless NFC payments, Kaching also allowed users to make peer-to-peer payments (P2P) via mobile, e-mail and Facebook. The Kaching app linked to the iPhone's address book to enable mobile and e-mail payments, while the app links directly to your Facebook ID to enable payments via the social networking service.

We devised the strategy for the app rollout as well as the design elements.

www.commbank.com.au

COMMBANK PROPERTY GUIDE

Smarter Property Decisions.

The Property Guide app was created to help anyone looking to keep on top of the property market make smarter property decisions with 'augmented reality' insights in to almost any Australian home, anytime, anywhere.

I led the team that helped strategise, create and develop the app which uses 'augmented reality' technology where rich data, which may include past sales history, current property listings and recent sales, is mapped on to a real world view through the iPhone's camera on more than 95 per cent of residential properties in Australia.

The app is supported by data from two industry leader's realestate.com.au, the nation's number one property portal and rpdata.com, Australia's leading property information and analytics company.

The app also allowed users to track the status of a property in favourites ensuring they never miss out on their 'dream home', calculate monthly home loan repayments on a particular property to gain a better understanding of whether they can truly afford a particular property and contact an agent or home lender directly from their iPhone and email listings to a friend.

The launch of the CommBank Property Guide iPhone app builds on the Bank's commitment to superior customer service by delivering greater value and enhanced benefits for Commonwealth Bank customers.

Results:
With 117,246 downloads in 24 weeks (target 100,000 in 26 weeks), the app peaked at number one amongst all lifestyle-related apps and at number three amongst all apps in the Australian market. More than 455,000 user sessions were initiated with 33% of unique users using the app at least monthly. 1.2 million property searches were made and there were tens of thousands of engagements with calculators, videos and articles. This also translated into an average of more than 45 calls per week to the Commonwealth Bank home loans number resulting in millions of dollars worth of home loans for the bank.

Awards:
As well as picking up a Silver Lion at Cannes, the app also won top honours at the 17th AIMIA Awards, claiming the best of the best category.

https://www.commbank.com.au/

MY NIKON LIFE

I am NIKON Life.

My Nikon Life is an online photography community for beginner, enthusiast and professional photographers from the digital camera specialists Nikon Australia.

Aimed at both seasoned professionals or beginners, My Nikon Life was created to help guide and inspire camera and photography enthusiasts to getting the most out of photography and video.

From finding the right gear to improving your skills, from amazing stories to showcasing your own creativity, the website is jam packed with content to help users capture and celebrate life’s precious moments with Nikon.

I worked with the marketing team at Nikon to develop content and creative campaigns aimed at reaching the desired target market, using the latest tools to design online environments and videos to engage and connect with communities, maximise exposure, increase traffic and leverage the power of both traditional and new media.

Along with the highly successful 'I am Nikon' ad campaign, the website helped to improve market positioning with both professional photographers and everyday consumers.

https://mynikonlife.com.au/

CLINIQUE

In 2010, CLINIQUE was in serious jeopardy - sales growth was 3.9% behind total cosmetic growth in department stores.

The brand had lost relevance in our target’s lives and its ‘serious-about-skincare’ positioning was the problem. 

The target’s approach to beauty had moved on from simply using the right products on their skin. It was now about eating right, exercising and achieving work-life balance.

The challenge was to stay true to the brand’s heritage whilst giving it warmth and a local identity.

Working with partner agency OMD, I was part of the team that developed content and produced a series of videos that would help Clinique evolve from a dermatologist-developed, ‘serious-about-skincare’ brand, to becoming a ‘healthy beauty’ company. 

The CLINIQUE Superfood, Superskin dinner parties were glamorous events focussed on the ingredients required for great skin. Each event provided an occasion for our target to look their best and reminded women that beauty on the outside is intrinsically linked to health and wellbeing on the inside.

Creative Execution
An event series was created to capture content and fuel editorial, social media, PR and word-of-mouth channels with interesting and relevant information around the topic of Superfoods and Superskin. It gave the target an opportunity to dress up, put on make-up, and feel beautiful!

Celebrity chef, Luke Nguyen and nutritionist Teresa Cutter were challenged by CLINIQUE to create a ‘Superfoods’ menu. The messaging from these experts was about achieving glowing skin, not only about the products you use, but how you ‘feed’ skin from the inside out.

The campaign acknowledged the desire for our target audience to lead holistically healthy lifestyles, whilst being mindful that it was more at social occasions, rather than the gym, when the target felt at their beauty best. 

This strategy allowed CLINIQUE to establish themselves as a brand focused on the science of beauty yet incredibly relevant in today’s world of health and nutrition.

Results and Effectiveness
Clinique halted their share decline and actually went 0.3% ahead of the category during the campaign period.*

Of those exposed :
- 40% were more likely to agree Clinique ‘is approachable’. 
- 63% were more likely to agree that it is ‘a fun brand’.
- 51% were more likely to recommend Clinique.
- 52% said they intended to purchase a Clinique product. 
Of those who attended, a staggering 89% said they intended to purchase more Clinique products.

https://www.clinique.com.au/

LION NATHAN

When the mammoth alcohol and beverages brand Lion Nathan was looking to break new ground in the technology space they appointed a team that I was a senior member of, to position them on that journey.  

Working in both a strategic and digital marketing perspective, the team I led was instrumental in challenging the brand and designing a roadmap aligned to Lion’s vision for the future with the consumer at the heart of every campaign and digital communication. Working across a suite of some of Australia’s most adored brands - XXXX Gold beer, James Boag, Hahn, King Island Dairy, Boag’s, Yoplait and Wither Hills, we created memorable campaigns that ultimately led to market share growth and sales for the umbrella company.

One of the stand out campaigns I was involved in was the launch of Tapking - a new draught beer dispenser system that allowed beer lovers to pour refreshing draught beer at home. Entertainment icon Lionel Richie featured in the television commercial to support the launch. The TVC was supported with an extensive marketing campaign which includes outdoor, digital, PR and an internal advocacy program.

A key component of the digital campaign is a series of short, witty videos featuring Australian comedian and former Chaser personality, Charles Firth, developed by my team. The video content was distributed via Facebook, YouTube and seeded online during the coming months.

In addition to the Charles Firth video series, the digital component of the campaign, involved the ‘Tap Kingdom’, a Facebook community for passionate beer lovers hosted by Firth, where audiences gained inspiration and insights into what it means to be a Tap King.

The results were tremendous with fantastic media, digital and PR coverage, including a highly engaged community on social media.

NESTLE

I led a team of digital strategists, producers and creatives to help Nestle's FMCG brand MAGGI to exceed all digital targets for the first half of 2015 thanks to a multi-faceted campaign that included a refreshed website design and targeted social media activity.

The website and social media campaign attracted a new league of followers thanks to a revitalised content strategy designed to engage consumers through beautiful recipe imagery, cooking tips, how-to videos, lifestyle advice and Q&As with cooking and nutrition experts.

Nestle recognised that in order to achieve their goal of being the must-have meal-time companion they needed to create engaging content in easily digestible formats. But most importantly it needed to be delivered via online platforms as that’s what their target audiences were regularly consuming.

Results:

Soon after the digital campaign was launched, MAGGI’s Facebook site recorded a total reach of more than six million impressions and an engagement rate over one per cent.

The success of the digital campaign was largely driven by the ability to deliver content that followers have wanted to share which further extended the reach of the MAGGI brand and attracted thousands of new customers.

Maggi ANZ Facebook (17M Likes) https://www.facebook.com/MaggiANZ/

MUSKOKA LAVENDER

Pure bliss, rejuvenation and well-being.

Targeted at mainly the female market (20-65yrs), Muskoka Lavender is a premium lavender producer and skincare brand based in Ontario Canada, that needed a credible brand story and corporate profile.

I developed the brand story for Muskoka Lavender, breaking it down into chapters to help consumers get the full picture of this iconic skincare brand's offering.

Women in particular love a deep, rich story that strongly communicates the brand’s origins, credibility and pulls at the heartstrings and that is exactly what I delivered, resulting in a five star client review:

"The quality of the strategy and thinking was very good. It is obvious The Brand Ninja spent a little extra time and thought working on our job. The delivery was on time and was presented in an elegant manner. Thank you very much! I will definitely use you again."

www.muskokalavender.com

MARINA PRIOR

Australia’s leading lady of the theatre stage. 

Marina Prior has been one of Australia’s leading musical theatre stars for more than three decades now, having made her breakthrough in 1983 as Mabel in The Pirates of Penzance opposite Simon Gallaher and Jon English, and going on to star in shows such as The Phantom of the Opera, Les Miserables West Side Story, and The Secret Garden in the years soon after.

Marina has won Mo Awards, Green Room Awards and the Advance Australia Award for her contribution to the performing arts.  Inducted into Australia’s 100 Entertainers Of The Century and having performed over twenty leading roles in her career so far, Marina has released seven albums including, “Both Sides Now” (2012), “Encore” (2013), “Marina Prior Live” (2013) and more recently “Candlelight Christmas” (2013) with her Ultimate Collection "Leading Lady", (2015).

I worked with a team helping Marina develop her personal brand story and her website, targeted at reaching her audience and fans.

PHILLIP MOLLOY

Entrepreneur, Angel Investor and Troubleshooter.

Phillip Molloy is a serial entrepreneur, angel investor and founder of Supafanz, whose limitless enthusiasm for business has bred a winning culture throughout the expanding portfolio of companies over which he has presided.

His drive and success at an early age story has made him a beacon for achievement in the United Kingdom’s business landscape.

He founded his first multi-million business at the age of 20 and sold it at a handsome profit at 28.

He has since been involved in investing in other businesses products and services with great success.

In addition to his impressive business credentials, Phillip’s passion is in empowering others to reach their goals.

I developed Phillip's personal brand story and created the brand profile for his business, Supafanz, a mobile app that makes it easier to be a fan of a celebrities with easy to access and useful celebrity content, event and concert news, updates and gossip.

https://twitter.com/phillipmolloy

My Recent Work Showcase

I’ve had the privilege of working with many fantastic clients and campaigns recently. Enjoy my latest showcase!

Brummelli Shoes

Brummelli Shoes is a men’s handcrafted leather shoe brand, made in the tradition of British bespoke heritage. I worked closely with the CEO and founder to create a brand strategy which involved developing their brand positioning, messaging, story, website strategy and copy. The result is a stunning brand with a solid go to market strategy. https://brummelli.com/

Camp & Bloom

Jaci Cederberg is Miss Airstream, an ambassador of the prestigious brand who captures her travels on Instagram and Facebook, reaching thousands with her witty, travel and sun drenched accounts of her camping adventures in her 19 foot Airstream named Bambi. I created the brand story and profile for Jaci’s new clothing line, Camp & Bloom, soon launching throughout the USA.

https://www.instagram.com/missairstream

Sidney Swift

Sidney Swift is an American record producer who’s co-written, produced, vocal produced, remixed and engineered songs for Nicki Minaj, Lil Wayne, Beyoncé, Big Sean and Nelly and contributed to hits such as Beyoncé's "7/11", Jason Derulo's "Don't Wanna Go Home", and Major Lazer's "Light It Up". When Sidney needed to rebrand himself, I helped craft his personal branding positioning to help launch his new ventures in 2018 and beyond.

https://www.swiftsongs.com/

Derek D Ross

Derek D. Ross is CEO/Founder of The D² Group, a sports brand management, marketing and public relations firm that specializes in building brands and businesses from the inside out. He is the man behind the branding, marketing and PR of the CIAA Conference and CIAA Basketball Tournament. I created his corporate profile and the D² Group brand story and positioning to help tell their story and showcase their offering.

http://www.thed2g.com/

BeMeBeFree is a national campaign across the US aimed at raising public awareness about the pressing challenges teens and young adults are facing with anxiety. I developed the marketing strategy, messaging, creative and website strategy for the campaign. The BeMeBeFree campaign launched to high schools, colleges, universities and over 500 mental health organizations and NGOs. The results have been fantastic, with thousands of teens reached, plus high media engagement and PR. The campaign has been featured across major TV news programs including Fox and ABC. The Lifetime Channel will also be producing a movie based on one of the teen’s stories submitted to the campaign. Shukree Tilghman, producer and writer of “This is Us,” has signed on to be the executive producer for the film.

https://www.bemebefree.org/

https://www.thewrap.com/lifetime-slate-grows-to-75-movies-includes-new-pact-with-gma-host-robin-roberts/

200Deep is US based automated investment platform that takes your risk tolerance, recommends a portfolio for you and manages it for you. I developed the marketing strategy, social media strategy and campaign strategy for the brand. I also managed their ongoing marketing execution, brand essence and campaigns.

200Deep.com.

Video #Slays.

That’s a fact. Backed by stats. In the past year (2017/8), 40 percent of YouTube users turned to the platform to learn more about a product/service or hobby before they bought it (Google).

FYI - YouTube/video attracts about 1/3 of users on the internet. That’s a huge chunk of traffic, plus there’s the growing prevalence of Instagram stories and Facebook Live. Video is only growing in relevance especially amongst all your target audiences. So invest in it. 

Here are a few of the videos I’ve had the privilege of either overseeing, producing, directing and/or scripting.