How RE-IMAGI worked with Accelerator (a Melbourne based creative agency) to help State Trustees translate an offline brand campaign into a social opportunity, and grow the digital campaign beyond awareness by 25%. The full case study is now available for download at: http://www.re-imagi.co/stl-download www.re-imagi.co www.socialbrandfuel.co

1. A RE-IMAGI #BRANDFUEL CASE STUDY:
FINDING THE AUDIENCE AGENDA FOR STATE TRUSTEES
WWW.RE-IMAGI.CO | HELLO@RE-IMAGI.CO | MELBOURNE. LONDON.

2. HOW RE-IMAGI WORKED WITH ACCELERATOR (A
MELBOURNE BASED CREATIVE AGENCY) TO HELP
STATE TRUSTEES TRANSLATE AN OFFLINE
BRAND CAMPAIGN INTO A SOCIAL OPPORTUNITY,
AND GROW A DIGITAL CAMPAIGN BEYOND JUST
AWARENESS, BY 25%

3. IN SEP 2015, STATE TRUSTEES VICTORIA A FINANCIAL & LEGAL END OF LIFE SERVICES COMPANY LAUNCHED A BRAND CAMPAIGN TO
SHIFT PUBLIC PERCEPTION OF THE COMPANY FROM BEING ASSOCIATED WITH DEATH, TO LIFE.
EXECUTIVE SUMMARY (1)
CHERISHED THINGS CONSISTED OF A SERIES OF EMOTIVE SHORT FILMS THAT ENCOURAGED VICTORIANS TO SHARE STORIES ABOUT
THE THINGS THAT MATTER TO THEM, WHILST THEY WERE STILL ALIVE.
1
2
3
4
HOWEVER, BEYOND ASKING VICTORIANS TO WATCH THE CINEMA AND ONLINE VIDEOS, THERE WAS VERY LITTLE CALL TO ACTION OR
WAYS TO HELP PEOPLE UNDERSTAND HOW THEY WERE EXPECTED TO ENGAGE IN THE CAUSE.
RE-IMAGI & ACCELERATOR DEVELOPED A DIGITAL STRATEGY TO GROW THE CAMPAIGN FROM INSIDE-OUT BY ASKING EMPLOYEES TO
CONTRIBUTE THEIR OWN STORIES. WE ALSO CREATED A MEASUREMENT FRAMEWORK TO CONSOLIDATE ALL ACTIVITY.

4. AS PART OF RE-IMAGI’S #BRANDFUEL PROGRAMME WE WERE ABLE TO TO FIND THE BIGGER PICTURE OPPORTUNITY OF THE CAMPAIGN
AND BUILD A FUTURE STRATEGY, - USIND SOCIAL LISTENING TO MAP THE PEOPLE WHO HAD THE HIGHEST PROPENSITY TO ENGAGE IN THE
CAMPAIGN THEMES OF LEGACY & THE PAST.
EXECUTIVE SUMMARY (2)
BY UNDERSTANDING THE KEYS STORY AREAS THAT WOULD RESONATE, WE WERE ABLE TO FEED THIS BACK INTO THE FACEBOOK
CONTENT & PLANNING AND ENCOURAGE ACTIONS FROM THE AUDIENCE THAT SUGGESTED A LEVEL OF CARE ABOUT THE CAUSE.
5
6
7
8
ENSURING A SHORT-TERM CAMPAIGN WAS BEING USED TO TEST THE LONG-TERM OPPORTUNITY HELPED BUILD THE BUSINESS CASE
FOR FURTHER INVESTMENT AND WORK TOWARDS A BIGGER PICTURE OF CO-CREATING THE CAUSE WITH THE COMMUNITY.
A 25% TOTAL CONVERSATION RATE FROM AWARENESS -> THROUGH TO PEOPLE WHO SHOWED THEY CARED
(ACROSS PAID, OWNED AND EARNED (NON-UNIQUE USERS).

5. 5
DESIGN FOR
ADVOCACY
THE SOCIAL EXEC
MONTHLY/
X11 PER YEAR
QUARTERLY/
X4 PER YEAR
ONE-OFF
1. DISCOVERY
2. FEED
5. ALIGN
4. CREATE
AT A GLANCE: A ONE YEAR PROGRAMME
Build a unique audience segmentation that offers detailed
digital and social audience lifestyle trends so you know how,
where, who and what each audience profile needs and their
changes of online/ real-world behaviours each quarter.
A monthly social measurement report card & x1 monthly
creative opportunity de-brief (x11 months)
Data-led trend & audience planning workshops to build
the quarterly social content roadmap & outreach strategy.
BE A BIGGER PICTURE
BUSINESS
3. BUILD KNOW THY AUDIENCE
QUARTERLY/
X4 PER YEAR
MAP MY UNIVERSE
ONE-OFF A one-off social intelligence research deep-dive to
benchmark where you are now and highlight the key trends,
opportunities and threats happening across your brand,
business, products, category and audience.
The kick-off to our BIGGER PICTURE BUSINESS programme
by RE-IMAGI to define the bigger picture needs of your brand
and business and co-create a roadmap together to move you
towards being a digital business, with a social mindset.
RESEARCH
REPORTS
REPORTS
WORKSHOPS
WORKSHOP
6. TRANSLATION & BUSINESS ACTION
#BRANDFUEL

6. 1. CONTEXT 2. STRATEGY
DEVELOPMENT
3. RESULTS
4.
#BRANDFUEL
PROGRAMME
COMPANY
LANDSCAPE
CAMPAIGN
CONTENT
DIGITAL
MEASUREMENT
SOCIAL
AWARE
CARE
WWW.RE-IMAGI.CO | HELLO@RE-IMAGI.CO | MELBOURNE. LONDON.
DOWNLOAD THE FULL REPORT TO SEE:
MORE

7. WE ARE BUILDING PEOPLE-INTELLIGENT BUSINESSES.
WWW.RE-IMAGI.CO | HELLO@RE-IMAGI.CO | MELBOURNE. LONDON.
TO LEARN MORE ABOUT #BRANDFUEL HEAD TO WWW.SOCIALBRANDFUEL.CO