Vanish NapiSan was seeing a decline in their products, with over-simplified marketing leading to consumers with higher expectations that could be delivered.

INSIGHT

Red Agency was engaged by assisting with The Tip Exchange campaign to connect with this audience and create talkability and interest in the brand through an integrated experiential campaign, using PR, a brand ambassador, mummy bloggers and social media, many of which the brand had not used previously.

DELIVERY AND EXECUTION

Red Agency coordinated PR and managed the blogger engagement and brand ambassador to maximise each aspect of the campaign to boost consumer engagement and achieve Vanish NapiSan’s campaign goals. We worked extensively with the bloggers to ensure each of their posts maximised reader engagement while representing Vanish NapiSan’s brand messages. Red Agency also managed the brand ambassador, Shannon Lush, and coordinated her work with PR, social media and any other brand interaction. As part of the campaign, Red Agency commissioned research to provide useful insights to media and connect Vanish NapiSan with the media cycle.

RESULTS

  • We secured coverage in print, online and on radio, with syndication across Newscorp newspapers, as well as Lifestyle.com.au and Telstra’s news portal.
  • More than 12,000 people read the mummy bloggers’ sponsored posts, with more than 3,600 interactions.
  • Australian consumers still rely on the Tip Exchange for laundry information and advice.
  • The campaign was a great success, reaching more than 13 million and helping Vanish NapiSan connect with Australian consumers.
  • Chandon McLaren Honda Partnership

    Chandon McLaren Honda Partnership

      Overview: The 2016 Rolex Formula 1™ Australian Grand Prix saw the launch of the global partnership between Chandon and the McLaren Honda F1 team. Led by Jenson Button and Fernando Alonso, the glamourous sport was a perfect fit for leading sparkling wine brand Chandon. The key objective of the campaign was to illustrate how…

  • Car Sales: Project by Project

    Car Sales: Project by Project

    Overview: Red Agency has worked with carsales.com.au for most of 2015 on a project by project basis. The tasks we have undertaken include: Creating and promoting the carsales quarterly insights report Media training its top 16 executives Promoting its 2015 Car of the Year Getting its drink driving test on ACA Creating a Wikipedia entry…

  • Boohoo.com

    Boohoo.com

    Overview: In January 2015, we were engaged by global fashion e-tailer boohoo.com to manage its social media community across Australia (AU) and New Zealand (NZ). We were tasked to provide the international e-tailer with strategic and creative direction, with a focus on the activation and maintenance of Boohoo’s Facebook, Twitter and Instagram accounts across both markets. Red…

  • SUNNY QUEEN AUSTRALIA

    SUNNY QUEEN AUSTRALIA

    Overview: Red Agency was engaged by Sunny Queen Australia in January 2015 to manage a crisis issue. The success of our strategy and execution with media management and key messaging impressed the company so much that they retained us to manage ongoing media relations, event management and stakeholder engagement to build confidence in the brand,…

  • Plus7 Exclusives Launch

    Plus7 Exclusives Launch

    Overview: Red Agency was tasked with launching PLUS7 Exclusives in Australia – a range of brand new online TV show on Yahoo7. To do this, we needed a creative idea that would: Drive awareness of PLUS7 on Yahoo7 as a destination for exclusive content Encourage downloads of the PLUS7 app and streams of the new…

  • Foodbank Food Fight

    Foodbank Food Fight

    Overview: Red Agency and Havas created the Food Fight, with the support of some of Australia’s top food manufacturers and retailers, including Kellogg’s, Vetta Pasta, SPC Coles and Woolworths. Throughout the month of August, brands associated with The Food Fight would make one food donation to Foodbank, for each product purchased by the consumer.  …

  • Australian Taxi Industry Association’s ‘grab a cab!’ Campaign

    Australian Taxi Industry Association’s ‘grab a cab!’ Campaign

    Overview:  Red Agency was engaged by the Australian Taxi Industry Association (ATIA) in August 2014 to implement a major public relations, social media and marketing campaign to combat the emergence of illegal ride-hailing applications, such as UberX. The taxi industry was feeling extremely threatened by this new service that, although illegal in every state, was rapidly…

  • Yahoo7 Tumblr Launch

    Yahoo7 Tumblr Launch

    Overview: Red Agency worked with Yahoo7 to launch Tumblr, the world’s fastest growing social network, into the Australian market. Following the acquisition of Tumblr by Yahoo Inc, Australia was the first country to have the founder David Karp visit for media opportunities. Our brief was two fold: 1. Secure in-depth coverage across Australia’s key media &…

  • Western Sydney University, #NewWS

    Western Sydney University, #NewWS

    Overview: Red Agency was tasked with launching Western Sydney University – formerly The University of Western Sydney. Our brief was to launch the new brand positioning to the media, key stakeholders and public in the run up to Open Day. During the life of the campaign we were also required to respond extremely quickly to a leak…

  • Heineken at the Australian Open

    Heineken at the Australian Open

    Overview: In 2016, Heineken celebrated its 20th year as a partner of the Australian Open. Red Agency’s task was to amplify Heineken’s activity at the Open to consumer and trade, with key points being the Heineken Beer Garden, Heineken Live Stage and the biggest day of off-court action at the tournament, Heineken Saturday. A core objective was…

  • NSW Health: EASY AS Tour

    NSW Health: EASY AS Tour

    Overview: NSW Health is determinedly working on a goal to end HIV transmission by 2020. Advances in treatment and testing technologies make this possible. To translate awareness to action, NSW established a state-wide HIV testing week running from 30 May to 7 June 2015. We worked on the development of a flagship music tour (EASY…

  • Warrnambool Cheese & Butter: Christmas blogger event

    Warrnambool Cheese & Butter: Christmas blogger event

    Overview: To promote the launch of Warrnambool Cheese & Butter’s limited edition Vintage 44 cheddar, Red Agency Melbourne hosted an intimate cheese tasting event. Local food and lifestyle bloggers were invited to taste and review Vintage 44, along with other Cracker Barrel range cheeses, and paired with Sirromet wine. The event was brought to life and…