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Curing Homesickness

When the charity economy shrank and other philanthropic causes dominated headlines, Sydney Children’s Hospitals Foundation (SCHF) needed a new source of revenue. They found it with a new energising cause: to cure the homesickness suffered by all kids in hospital. With a campaign that got brands to join us, the response was huge, including an entirely new brand: Coles Mum’s Sause. Four years since launch, and with no additional investment the campaign is still generating revenue to help children’s hospital charities around Australia get kids back where they belong: home.


Brand: SCHF
Client: SCHF Curing Homesickness
Agency: CHEP Network Melbourne
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Macca’s: Unlocking the value of a nickname

Business was humming, but our brand was not. Our communications were the weak link in a winning team, failing to deliver strong returns. To kickstart our brand we needed to find a distinct point of view. Speaking to Aussies we discovered Macca’s wasn’t just a nickname, it’s a symbol of pride in a global brand Aussies feel like they’ve made their own. So we became Macca’s and not just McDonald’s, taking the Macca’s ethos into all our communications. By doing this we doubled, yes DOUBLED our return on marketing spend.


Brand: McDonald's
Client: McDonald's Australia
Agency: DDB Group Sydney
Language:

#ChickenWars

How many unpaid tweets earn $87 million worth of media and lead to 13% same-store sales growth and an additional $1 billion in system-wide sales for the year? It doesn’t happen by chance. We set out to make Popeyes Chicken Sandwich wildly famous. And our “instant” success was a year in the making as we market-tested our sandwich and cultivated our fanbase, particularly among Black Twitter, a highly influential, hyper-creative group of Twitter users. When our moment came, we knew exactly what to tweet start #ChickenWars.


Brand: Popeyes Louisiana Kitchen
Client: Restaurant Brands International
Agency: GSD&M
Language: English

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