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…Details
FUZE TEA is an international iced tea brand which has been brought to the Australian market by Coca-Cola. Similar to Heineken, Red Agency engaged a selection of influencers to help drive brand awareness and showcase the brand’s credentials and the role it plays in social occasions that we would then utilise post-launch over a concerted period.
Influencers were targeted based on the brand’s 18-49 audience which is largely skewed towards women as well as those who are aligned to the foodie space to emphasise the brand’s desire to be consumed ‘with food’.
Talent were invited to two events, the first at an activation at the Australian Open to drive scale and reach, and the second at an intimate affair at Centennial Park in Sydney to bring the essence of the brand to life, enabling them to understand the brand concept and taste the product for the first time in a social occasion. Influencers were given brand cues and were able to craft ideas to create content to share with their fans/followers.
Guests included TV personalities Lysandra Fraser, Ash Pollard and Camilla Counsel, model Natalie Roser, My Kitchen Rules winners and chefs Will Stewart, Steve Flood, Sammy & Bella Jakubiak, and socialite Alex Adams.