Fish & Game New Zealand
Client
Work
Brief
Fish & Game are well known about New Zealand, but not necessarily for all their amazing work. The requirement was to create an advertising campaign to boost their public recognition for their extensive environmental and species management work. Emphasise their role beyond issuing licenses and tap into shared kiwi values.
This was part public awareness campaign and part passionate call for endorsement.
The objectives
Inspire Kiwis to embrace the outdoors and connect with nature.
Share their #ReWild stories while enhancing awareness of Fish & Game beyond just licensing.
The goal
We planned a campaign to boost Fish & Game’s public recognition for their extensive work, ensuring Kiwi’s endorsed it too. It would emphasise their role beyond simply issuing licenses while to tapping into shared kiwi values.
The process
Our campaign idea was to invite the public to join a journey of stewardship, rejuvenation, mahinga kai (food-gathering), and hauora wairua (spiritual health). “Love the wild? Give it some aroha. ReWild yourself to ReWild Aotearoa.” A key component was the engagement of regional organisations to post on their Facebook and Instagram pages with the #ReWild tag included.
The deliverables
The broad campaign rollout included:
Paid and organic media: Facebook, YouTube, Stuff, The NZ Herald, Instagram
Print and online collateral: campaign video, posters, billboards, banners, selfie wall, t-shirts, vehicle signage, invitations, and website with quiz
News media with Dame Lynda Topp: Newshub, TVOne News, RadioNZ, NewstalkZB, Otago DailyTimes, The Press
Outcome
Fish & Game liked the look of the campaign so much they updated their existing website to match!
Results for: All channels
We were very excited with the statistical results:
Over 6.4 million impressions on our ads across all the channels.
Comparing this to the advertising budget, we achieved at least 1 million more impressions than expected from a typical campaign in this industry.
Results for: Youtube and URL
These statistics were impressive too:
8,300 unique website visits were recorded over 11 weeks covering the Xmas holidays. They still keep coming today.
There were 266,000 completed Youtube views. This was a 92% completion rate, well above the industry benchmark of 80%.
Results for: Facebook and Instagram
Social media statistics blew past industry norms:
We gained 195,000 new Instagram users, and kicked a previously unused account into life.
51% of Facebook video ads were watched to completion. The industry benchmark is 30%.
The Wonderlab Long Read on: How to Create an Effective Strategy for a Public Awareness Advertising Campaign
In an era overflowing with information, getting your message heard requires more than just a good idea. A successful public awareness promotional campaign requires a well-defined strategy to effectively reach and engage your target audience—a roadmap to guide you from concept to impact. This isn’t about shouting louder; it’s about connecting meaningfully with the right people. A public awareness campaign aims to inform, educate, and motivate the public about important issues, encouraging positive behaviour or social change. This process involves a comprehensive understanding of your goals, audience, messaging, and channels.
In this blog post, we will provide a step-by-step guide on creating an effective strategy and how we can help.
Step 1: Define Your ‘Why?’– Set Clear Advertising Campaign Goals
Before you even think about catchy slogans, you need to know what you want to achieve. What’s the ultimate goal?
Our recommended actions:
- Establish Clear Objectives: Identify the specific outcomes you want to achieve, such as increasing awareness of the dangers of drink driving, changing perceptions (e.g., attitudes toward mental health), or driving action (e.g., vote!).
- Set Measurable Targets: Once you’ve identified your primary objective, make it measurable (e.g., define a number). Instead of “increase awareness,” aim for “increase awareness by 20% among 18-25 year-olds within six months.” These specific, measurable goals will help you track your progress and demonstrate your campaign’s success.
We can work with you to clarify your objectives through collaborative discussions, ensuring they are aligned with your overall mission and vision.
Step 2: Know Your Audience – Understand Your Target
Who are you trying to reach? Simply saying “everyone” won’t cut it. Understanding your audience’s motivations, concerns, and how they receive information is crucial for crafting a message that connects.
Our recommended actions:
- Identify Key Demographics: Define who your target audience is based on age, gender, location, and other relevant factors.
- Explore Audience Insights and Psychographics: Gather information about their values, beliefs, lifestyle, and media consumption habits.
We can help research your audience and provide client personas that help you understand who you need to reach and how to engage them effectively.
Step 3: Craft a Compelling Narrative – Develop Your Message
Your message needs to be clear, concise, and memorable. Think beyond facts and figures; weave in stories that evoke emotions and create a personal connection with your audience. A compelling narrative makes your message stick.
Our recommended actions:
- Craft Key Messages: Develop clear, concise messages that resonate with your audience and convey the core of your values.
- Incorporate Storytelling: Use narratives that evoke emotions and help your audience connect with the issue.
We can create messaging frameworks that articulate your campaign’s purpose and include variations tailored to different audience segments.
Step 4: Choose the Right Channels
Where does your target audience spend their time? Social media? Traditional media outlets? Community events? A multi-channel approach is usually best. Consider a blend of online and offline strategies to maximise reach and impact.
Our recommended actions:
- Identify Effective Platforms: Determine where your audience is most active.
- Consider Multi-Channel Approaches: Plan for a mix of online and offline strategies to maximise reach and impact. There is value in both traditional (print, radio) and new media (social).
We’ll provide a comprehensive media plan outlining the best channels for your campaign, complete with tactics for engagement on each platform.
Step 5: Creating Engaging Content – Making It Visually Appealing and Shareable
Your content needs to grab attention. Think visually compelling with easily digestible information. Don’t forget the power of user-generated content— encourage your audience to share their experiences and stories related to your campaign.
Our recommended actions:
- Develop Creative Assets: Design eye-catching visuals, videos, infographics, and other materials that align with your messaging.
- Utilise User-Generated Content: Encourage your audience to share their stories and experiences related to the campaign topic.
We can deliver a suite of creative assets tailored for your campaign, ensuring that they are engaging and visually compelling.
Step 6: Launching and Engaging – Putting Your Plan into Action
Once everything is ready, it’s time for launch! Coordinate the rollout across all chosen channels. But don’t disappear after the launch. Actively engage with your audience—respond to comments, questions, and feedback. This fosters a sense of community and builds trust.
Our recommended actions:
- Launch the Campaign: Coordinate the timing and execution of your campaign across all chosen channels.
- Engage with Your Audience: Actively respond to comments, questions, and feedback to foster a community around your cause.
We’ll support you during the launch, providing assistance with managing interactions and ensuring seamless execution across all platforms.
Step 7: Measuring Success – Tracking and Evaluating Your Advertising Campaign Impact
Don’t launch and then go to lunch. The job’s not done yet.
Our recommended actions:
- Track Your Progress: Measure the effectiveness of your campaign using analytics tools to assess engagement, reach, and impact.
- Gather Feedback: Collect insights from your audience and stakeholders to evaluate the campaign’s reception and effectiveness. This data is invaluable for future campaigns.
We will provide detailed performance reports and analysis, highlighting what worked well and identifying areas for improvement.
Our Advertising Campaign Takeaway Thoughts
Creating an effective strategy for a public awareness promotional campaign is essential for achieving meaningful engagement and impact. By following these steps—defining your campaign goals, understanding your target audience, developing compelling messaging, choosing the right channels, creating engaging content, implementing your campaign, and monitoring performance—you can drive awareness and foster positive change.
Partnering with us will provide you with the expertise and resources needed to navigate this process successfully, ensuring that your campaign resonates with your audience and meets your objectives.