Data-driven media is the application of data and technology to identify and match the right audiences to the right message at the right moments.
How Officeworks outsmarted the competition over the back-to-school season
Over the back-to-school season, Officeworks wasn’t just a smarter store choice—it also delivered a smarter campaign. A combined approach of brand building and sales activation, implemented together with an Australian media first, drove us to commercial success. Key products sold out faster than was forecast, and Officeworks grew sales by an impressive XXX far outweighing the 2.1% growth in the wider retail sector.1 This campaign not only delivered impressive short-term effects; it also shows how going beyond just simple product and price messaging during a trade period is more effective, and positively impacts brand perception.
Agency: AJF Partnership
This entry demonstrates how a Challenger brand can take on a dominant category leader and win with a budget of only $100,000. It did so via a deep psychological understanding of a complex and traumatised target audience; those that gave birth to babies prematurely. It harnessed new technology to reduce their grief and guilt in a way that was creative, and truly beneficial. Out spent 14:1 by Huggies, the Premmie Proud initiative increased sales 13%, as well as having a positive effect on the performance of the BabyLove Masterbrand.
Agency: BWM Dentsu