Realestate.com.au – 2021 Developer Insights Series

2021 Developer Insights Series

Realestate.com.au

Brief
After a successful Developer Insights Series in 2020, we were engaged a second time by realestate.com.au, to create another insightful and engaging content series to deliver the key insights from the 2021 New Home Buyers Research. The task was to bring the findings from the research to life and deliver them to the builder and developer audience through an array of content formats, leveraging off what we knew from the year before.

Solution
A succinct content strategy was developed in collaboration with the REA content, marketing and research teams based on our learnings from the year before. After understanding what content resonated well with the audience the year before, we crafted a strategy that would reach them in an insightful way to deliver fresh information. Above and beyond the content strategy, we developed a logo for the 2021 series, created the overall look & feel and a microsite to house the content.

The content created included: animated videos, supporting PDFs, whitepapers, podcasts, listicles and a webinar. All content was distributed via an eDM and social media (LinkedIn) and where applicable it was also distributed via YouTube.

Result
The series was well received by both the client and the builder and developer audience with key metrics indicating a strong EDM open and click through rate and above average social engagement rate across all pillars.

Services
Content Strategy & Marketing, Design, Collateral &Video Production 

Gruen Pitch – Educational Consent Campaign

Educational Consent Campaign

Gruen Pitch

Brief
Red Crayon were thrilled to be invited to Pitch on the ABC’s hit show, Gruen. Off the back of the Australian Government’s confusing and highly criticised ‘Milkshake’ consent campaign we were tasked with developing an educational consent campaign for young adults.

Solution
After much deliberation we honed in on the key themes of social justice, the power of protest and the passion of today’s youth to fight for a better future. A simple, clear, and memorable tagline was created for the campaign and carried through the entire TVC which featured the real voices and faces of today’s young Australians.

Additionally, our research on the subject found that simplicity is best when communicating such a complex topic. At every step of the way from scripting to concepting to execution our focus was always on how to simplify and create a lasting impact.

Result
WE WON, and so did the other guys! After a tight contest it was an equally split panel resulting a draw. We’re looking forward to Pitching on the Gruen again soon… stay tuned!

Services
Strategy, Copywriting & Video Production 

Libra – Period Positivity Program



Period Positivity Program

Libra

Brief
We were engaged by Libra, the only Australian manufacturer of period care products, to launch their free period care program. The program focusses on reducing the shame and stigma whilst also addressing the issue of period poverty.

The challenge was to educate key stakeholders in Schools, Universities and Workplaces on the importance of providing free and accessible period care to their students or employees.

As part of the brief, we were tasked with developing the program name and overarching creative direction alongside the roll out of supporting materials, which included brochures, social media content and ads, dispenser stickers, eDMs, PowerPoint templates, a website landing page and testimonial content.

Solution
The program was named ‘Period Positivity Program’ with the hope to empower anybody, at any age to be comfortable with getting their period, and know that when they’re at school, university or work, they’re covered.

Following Libra brand guidelines, we developed a strong visual creative that was easily implemented across multiple formats and audiences.

We selected imagery and used copy that projected strength and unity across the key target groups. We wanted to ensure this campaign was inclusive of any person who may require period care products, which is why the supporting message of “accessible period care for all” was chosen. We believe this emphasised the important point that period care is a necessity, not a luxury and any person, anywhere deserves access to it.

Result
The program name and overall look and feel was incredibly well received by the client. The program will begin rolling out across Australia and New Zealand over the coming months.

Services
Content Strategy & Marketing, Design, Collateral, & Copywriting

Realestate.com.au – 2021 Commercial Insights Series

2021 Commercial Insights Series

Realestate.com.au

Brief
Following the Developer and Residential Insights Series, we were engaged by REA Group, to create an engaging content series for the Commercial agent market. This content series was focused on delivering key insights from the 2021 realcommercial.com.au Consumer Satisfaction Study, including uncovering the key characteristics of commercial property seekers so agents could better support them in their buying, selling or leasing journey. A key part of the brief was to ensure the results of the survey were delivered in a format that was easily consumed and actionable for the audience. The key insights from the survey formed the basis of the 2021 Commercial Insights Series, tailored to selling and leasing agents in the commercial property space.

Solution
In collaboration with the realcommercial.com.au marketing and research teams, we developed a comprehensive content strategy that was to be rolled out across several months. The content strategy saw the 2021 Consumer Satisfaction Study come to life through a wide range of content mediums, delivered across various platforms and channels.

We followed the realcommercial.com.au guidelines to create a series logo, colour palette and overall look and feel for the series that allowed it to stand out whilst remaining consistent to the realcommercial.com.au brand. A series content hub was designed and developed within the realcommerical.com.au agent portal, ensuring all content was housed in one place and easily found by the target audience.

The content created included: whitepapers, blogs, how-to videos, PDFs and a webinar. All content was distributed to the commercial agent audience via eDMs and LinkedIn.

Result
The series was well received by both the client and the commercial agent audience. Key metrics showed high open rates and CTR for EDMs and strong social engagement. The commercial agent audience found value in the content, particularly through blogs targeted at the relevant segments and the closing webinar.

Services
Content Strategy & Marketing, Design, Collateral &Video Production 

Flatmates.com.au – 2021 WINTER DIGITAL CAMPAIGN

2021 WINTER DIGITAL CAMPAIGN

Flatmates.com.au

Brief
Flatmates.com.au is Australia’s No.1 share accommodation website. Based in Melbourne, Australia, Flatmates.com.au allows people to list spare rooms, find a share house or team up with others to start their own share house. Red Crayon was engaged by Flatmates.com.au to refresh their illustrative brand assets and take the new creative to market via their annual winter campaign. The core campaign objectives included increased brand awareness and preference, increased market share, website visits and new member acquisition.

Solution

A key consideration when developing the campaign positioning was analysis of the competitive landscape allowing us to unearth Flatmates.com.au’s true unique selling proposition. We focused on the legitimacy, authenticity, and verified nature of the Flatmates.com.au offering with the ‘Real rooms, real people’ campaign.

The campaign features real life, relatable and authentic scenarios, coupled with modern illustrations that are representative of the diverse target audience and strong call to action messaging. The campaign creative was rolled out across both static and video assets for YouTube, TikTok, Facebook, Instagram, and Display.

Result
The updated brand style and campaign were well received by the wider internal Flatmates.com.au team. Additionally, the winter campaign saw exceptional results, with an impressive 37.2% relative increase when the audience was exposed to the campaign. When looking at 18–24-year-olds specifically, awareness increased by 42.9%. We also saw a strong view through rate at 57%, up 6% on last year.

Services
Campaign Strategy, Campaign Creative, Copywriting, Video Production & Animation