Blog Archives

Vegeta Winter Campaign

VEGETA WINTER CAMPAIGN

With a loyal following base cemented in the Croatian household, Vegeta wanted to expand its audience to include mums and home cooks unaware of Vegeta’s cooking versatility and multi-purpose use in the kitchen.

The Challenge

Vegeta was struggling to engage and resonate with audiences to build brand recognition, recall and consideration.

To differentiate themselves in the powdered stock space, Vegeta engaged Murmur’s services to lead a creative, digital and social media campaign that aimed to drive awareness and ultimately, sales over the winter period.

Vegeta Winter Campaign

Our Solution

So we found a way to spark consumer education about the brand.

By positioning identical dishes next to each other, and highlighting that the difference between these meals can’t be seen.

You need to taste Vegeta to know the difference.

Our Channels

Social Media

Display Advertising

Brand Overlays

Brand Partnerships

Print Advertising

The campaign was a huge success, driving over

Impressions
Brand Recall / Awareness
Clicks to Website

Creative

Vegeta Winter Campaign
Vegeta Winter Campaign
Vegeta Winter Campaign

Bathurst Cycling Classic

bathurst cycling classic

Dubbed the “Cycling Miracle of NSW”, the Bathurst Cycling Classic draws over 2,500 cyclists from across Australia on their annual event.

The Challenge

Bathurst Regional Council wanted to  increase participation in Bathurst Cycling Classic, and raise awareness of a of a world class cycling event in Bathurst.

Requiring a Digital Marketing strategy and execution across Search, Social and Video channels, they engaged Murmur to create the Campaigns that would lead to success.

Our Solution

We built a Campaign structure across Facebook and Google that allowed us to test a range of cycling audiences, using interests and behaviours that our Planning team identified.

Creating a number of different video length formats allowed us to successfully prospect and then retarget with an engaging medium to drive results.

We were able to scale investment by setting a CPA target, identifying which audiences were responding best in order to achieve the CPA’s, and then upweight against those audiences.

RESULTS

49%

Improved CPA

5.8

Return on Investment

36%

Increased Revenue Above Target

216%

Increase in Conversion Rate

O Cosmedics

O Cosmedics

O Cosmedics is a beauty brand sold largely through beauty salons and clinics throughout Australia.

The Challenge

O Cosmedics are an established retailer and distributor in the Australian market, but didn’t have a digital marketing strategy or ways to sell their product direct to the consumer.

Traditionally, O Cosmedics has advertised using Print Media in industry magazines – however research found that only 4% of leads came from Trade Magazines.

The challenge was to help drive a digital marketing strategy for their brand that helps them bring in leads for Salons / Clinics, and also sell to their consumers directly if they wish to purchase online.

Our Solution

We implemented a number of different branded Facebook Campaigns to drive awareness, in conjunction with a targeted AdWords Search Campaign and Google Shopping Campaigns to capture customers when they have intent to purchase within the category.

We then developed intricate retargeting funnels on Facebook to recapture lost or lapsed customers and drove them to purchase.

Within the first 6 x months we had reached over 30,000 unique Users driving over $200,000 worth of Revenue with a 20:1 Return on Ad Spend.

Results

207%

Return on Ad Spend

640%

Increase In Conversion Rate

82%

Improvement in CPA

36%

Improvement in CPC

Creative

M&C Advisory

M&C Advisory

M&C Advisory is a financial consultancy firm specialising in the creation of wealth and investment opportunities for private enterprises.

The Challenge

M&C Advisory was looking to re-brand their business in an effort to move away from the ‘mortgage broker’ stereotype, and ensure that their rapid growth reflected the expertise and long standing success of the business founders.

The business wanted their brand that reflected the size and enormity of the financial consultatncy that they operate within, and showcase that they are more than just a loan lending business.

Our Solution

We hosted a branding workshopwith the business’ key stakeholders to establish M&C Advisory’s core business functions and brand objectives.
Using these sessions to drive our branding evolution, we tried to capture the boldness and confidence of the brand with the use of thick and heavy weighted fonts. 
A number of creative decisions with the Brand ensured that the M&C Advisory use of the Ampersand symbol featured in order to highlight theconsultancy nature of the relationship between M&C Advisory and their client base.

Creative

Oshine comes with 27 unique and stunning demos. Each and every demo has been crafted with extensive care and precision and the theme is power packed yet easy to use.

Swami
Swami

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JOHN DOE

Trafalgar

Trafalgar

Trafalgar is the world’s leading and most trusted travel brand.  With over 71 years of knowledge, and a 97% guest satisfaction, travellers on a Trafalgar tour can discover the unique moments that inspire them with their own stories to tell.

The Challenge

Our primary objective is to persuade our target audience to engage with, and buy a Trafalgar guided vacation in 2019.  

Requiring a big ‘media neutral’ idea that could be pulled through Social, Digital & Print media channels.

Our Solution

We created a number of different creative territories that showed how Trafalgar guided tours think of everything, their guides expect the unexpected, and deliver surprises to our customers in amazing ways that make their tour something to remember.

So we decided to capture the surprise as well as create surprises for our audience that bring to life the services and emotional benefits of a Trafalgar guided tour.

 

Creative

Scamps

Scamps

Sydney Junior Rugby Union

sydney junior rugby union

Sydney Junior Rugby Union (SJRU) is the governing body for all junior club rugby union in Sydney and is responsible for organising regular competition Rugby matches for over 60 Clubs and more than 12,000 players aged from Under 6 to Under 18.

The Challenge

Sydney Junior Rugby Union needed to increase the development of the clubs through Social Media.

SJRU required a Social Media partner to develop Content Strategy, production, and execution across their digital channels.

Finally, they required a partner that could upskill the Clubs within the Sydney basin to better equip the Clubs to manage their Social Media better.

Our Solution

We developed a Social Media strategy that included a Content Calendar, featuring designed & curated posts for the SJRU Social Media channels with an expert Community & Engagment Manager. 

We also held 3 x Sydney-based Social Media Workshops at Rugby AU in Moore Park.  Sessions included upskilling all Social Media Managers of Junior Rugby Clubs across Beginner, Intermediate, and Advanced levels.

RESULTS

47%

Increase in Engagement

12%

Audience Growth

30,245

Total Reach

CREATIVE

Handled

Handled

Handled is disrupting the traditional idea of each (and every) household to control their energy future. They are providing a smart technology that helps people find a better deal and pay less for energy.

Overview

Handled required a Brand Strategy to help launch their business into a competitive and congested market that allowed them to increase their share of voice and become distinctive.

What We Did

Murmur conducted a branding workshop with the key stakeholders in the energy startup to determine the key elements of their Brand Strategy.

We developed a comprehensive and succinct Tone of Voice that allowed the Brand to cut through a cluttered market with meaningful and relevant communications for their audience.

Working through a variety of options we honed in on the core use of colour and illustrations to help tell the story of Handled and understand the key communications challenges that the Brand would face.

Knose

Knose

Knose is a fully customisable pet care solution, giving vet’s the opportunity to control the quality of service, the revenue otherwise lost to retailers and most importantly the peace of mind that the animals are receiving the best care possible.

Overview

Knose required a memorable and market-defining brand identity and strategy to help drive consideration and sales amongst their key customers and appeal to veterinary clinics, practices, as well as pet owners.

What We Did

Murmur conducted a branding workshop with our clients, to determine their brand positioning, competitive advantage, audience insights, and the broader business requirements.

Following our workshop, we developed a brand positioning & communication strategy, providing our client with a shortlist of possible names for their business, taglines, colour palettes and tone of voice before finally designing their final logo and brand identity.

We then rolled out this new branding package to the company’s external and internal collateral including a brand explainer video, office templates, business cards and stationery.  Murmur then developed a comprehensive style guide so the brand would stay on track after our initial implementation.

CREATIVE

SHR

SHR

SHR is a commercial refrigeration, beer systems and ice machines installer from Sydney with over 22 years experience servicing pubs, clubs and hotels.

Overview

Started by Steve Halloran over 22 years ago, the business recognised that for future growth came the need for a brand refresh as customer perception was that the SHR branding looks tired, and their website outdated.

To achieve this, SHR engaged Murmur to design a branding package that would then be translated and developed into a website, providing a professional and consistent brand image that would be appealing to their customers and effective in converting viewers into leads.

What We Did

Murmur conducted a branding workshop with our client, to determine his brand positioning, competitive advantage, audience insights, and the broader business requirements.

Following our workshop, we conducted audience research with his existing customers to determine perceptions on his brand personality, advantages, and brand positioning. We took our findings and developed a brand & communication strategy, providing SHR with a different concepts and designs for their business identity, before finally designing their final logo and brand identity.

We then rolled out this new branding package to the company’s external and internal collateral including: a brand explainer video, office templates, business cards and stationery. Murmur then developed a comprehensive style guide so the brand would stay on track after our initial implementation.

Finally, using audience research as the basis of our development, we redesigned the SHR website in order to focus on the business objectives and achieve what the brand wanted to get from their website.

Right from our first initial meeting, Murmur made a big emphasis on wanting to know everything about our business before actually selling their’s.

 

When the process began of designing the website & the strategy of the SHR branding, I felt as though they then became part of our business.  

 

Murmur really enjoy & are passionate about what they do, this gives such great service & an end result which far exceeded our expectations. Looking forward to working with Murmur in the future.

 

I would highly recommend Dave & his team.

Steve Halloran
Steve Halloran
Managing Director
Right from our first initial meeting, Murmur made a big emphasis on wanting to know everything about our business before actually selling their’s.

 

When the process began of designing the website & the strategy of the SHR branding, I felt as though they then became part of our business.  

 

Murmur really enjoy & are passionate about what they do, this gives such great service & an end result which far exceeded our expectations. Looking forward to working with Murmur in the future.

 

I would highly recommend Dave & his team.

Steve Halloran
Steve Halloran
Managing Director

Naturopathy With Olivia

Our Client

Naturopathy With Olivia (NWO) is a Sydney-based Naturopathy business.
NWO focuses its efforts on working with clients to correct nutritional deficiencies and optimise overall health.

Results

  • Improved Click-Through Rate by 86.97%

  • Reduced Cost-Per-Click by 84.15%
  • Improved Average CPM by 243.41%
I knew I needed some expert marketing support, and what Murmur gave me was so much more. They gave me clear, measurable goals and strategies that have created an increase and constant flow of new clients, so much so that I now need to offer an additional day of appointments for new clients within 3 months of working with them.

Olivia McFadyen
Olivia McFadyen
Owner

Overview

When it came time to review and develop digital marketing strategies on how their brand is positioned in the market, Olivia partnered with us in an effort to increase local brand awareness, generate new leads and bring more traffic to site.

Challenges

In such a competitive space as health and nutrition, it was difficult for NWO to build brand awareness online whilst simultaneously, targeting the right locale audiences.

How We Did It

Targeted Approach to AdGroups

By implementing a ‘SKAG’ approach – Single Keyword AdGroup – we developed more targeted creative, increasing relevancy with our prospects and what they were searching for.

We performed localised targeting to the North Shore of Sydney.

Specific Keyword Research

We structured the approach from the ground up, through keyword research and testing.

As part of our research, we tested a number of categories in the generic space, and then consolidated our budget against the highest converting terms.

We researched keywords related to Naturopathy and related disciplines (such as Homeopathy etc.)

Continual Optimisation

We continue to focus our efforts on high converting keywords (i.e. on what people are actually searching for in the specific localised area).

As the audience is small and in order to find volume, our keywords have a continued need to be broader.

Our Client

Naturopathy With Olivia (NWO) is a Sydney-based Naturopathy business.
NWO focuses its efforts on working with clients to correct nutritional deficiencies and optimise overall health.

Overview

When it came time to review and develop digital marketing strategies on how their brand is positioned in the market, Olivia partnered with us in an effort to increase local brand awareness, generate new leads and bring more traffic to site.

Challenges

In such a competitive space as health and nutrition, it was difficult for NWO to build brand awareness online whilst simultaneously, targeting the right locale audiences.

How We Did It

Targeted Approach to AdGroups

By implementing a ‘SKAG’ approach – Single Keyword AdGroup – we developed more targeted creative, increasing relevancy with our prospects and what they were searching for.

We performed localised targeting to the North Shore of Sydney.

Specific Keyword Research

We structured the approach from the ground up, through keyword research and testing.

As part of our research, we tested a number of categories in the generic space, and then consolidated our budget against the highest converting terms.

We researched keywords related to Naturopathy and related disciplines (such as Homeopathy etc.)

Continual Optimisation

We continue to focus our efforts on high converting keywords (i.e. on what people are actually searching for in the specific localised area).

As the audience is small and in order to find volume, our keywords have a continued need to be broader.

Results

  • Improved Click-Through Rate by 86.97%

  • Reduced Cost-Per-Click by 84.15%
  • Improved Average CPM by 243.41%
I knew I needed some expert marketing support, and what Murmur gave me was so much more. They gave me clear, measurable goals and strategies that have created an increase and constant flow of new clients, so much so that I now need to offer an additional day of appointments for new clients within 3 months of working with them.

Olivia McFadyen
Olivia McFadyen
Owner
Murmur

We are an integrated marketing communications agency.

  • Brand & Marketing Strategy
  • Digital Marketing
  • Advertising
  • B2B
  • Social Media Marketing
  • Media Planning
Find Us At

223 Liverpool St, Darlinghurst

NSW, 2010

Australia

Contact

info@murmur-group.com

+61 2 9188 7810

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