All About Women
In 2019 our strategic approach was anchored in the customer journey. Elevating the brand identity and extending its footprint to deliver seamless communications and customer experience.
The integrated campaign uses a full-funnel approach from broad-reaching brand awareness assets to performance assets to drive ticketing and attendance of specific events. Corporate and media partnerships with Westpac Bank enable access to new audiences.
Single Proposition
Podcasts
16 episodes were recorded and released. They feature festival speakers including Emily Steele (The New York Times), Tina Tchen (Michelle Obama’s former Chief of Staff), Lenore Taylor (The Guardian Australia) and more.
“It was a day that festival curator Edwina Throsby called "feminist Christmas". And if you regard thought-provoking lessons on money, gender stereotypes, and sexual assault as gifts, damn was she right”.
— Sydney Morning Herald
Results
Metrics
There was unprecedented revenue growth of +30% YOY, plus an increase of 18% in new customers. We also saw a 12% increase in customer migration and a customer retention rate of 40%.
NPS result of +75, showing that most attendees enjoyed and recommend their experience to friends.
Content production and relevancy score lifted by 30% and 46% respectively. Contributing to a social media reach of 1.4 million, 4x from the year prior.
Role
Marketing Manager, Marketing Lead - Talks & Ideas.
Creative
Art Director: Jen Yani, Abi Gordon, Designer: Jen Yani, Abi Gordon, Coral Chum, Fred Liva, Zoe Evans. Writer: Jen Dobbie. Illustrator: Aurélie Garnier. Motion: Mark Kilroy, Music: Jesse Kendal.
Media
Awards
AGDA Awards 2019. Finalist for Identity, Brand Expression Category. Designer: Jen Yani, Abi Gordon, Coral Chum, Fred Liva, Zoe Evans. Art Director: Jen Yani, Abi Gordon. Creative Director: Dan Ingham. Writer: Jen Dobbie. Illustrator: Aurélie Garnier. Motion: Mark Kilroy. Music: Jesse Kendal.