One Partners

Our challenge was to bring the platform up to date with a modern look and feel whilst staying true to the brand essence, long heritage and DNA. 

Kan Tong represents healthy, happy families and provides a simple way to inject some much needed fun and variety into the dinnertime routine. We took this key insight and shaped our approach to showcase 'fun family meal times' bringing these moments to life for the brand. Out of this core thought blossomed the ‘Kan Tong, Kan do’ creative platform, which further reinforced this insight and drove home Kan Tong’s credentials as the fun, family friendly way to create nutritious and healthy meals.     

Our new look and feel feature bold exciting colour palates, vibrant imagery and new lifestyle photography to give a 'fresh' personality to the brand.

At the core of our digital thinking was the focus of placing the most consumer friendly, relevant information at the fore. To achieve this our digital ninjas undertook a detailed appraisal and complete redesign of the structure of the site to deliver an optimal user experience. 

Our client couldn't be happier - take a sneak peek for yourself.

We knew we needed to create something more emotional or meaningful for our audience to engage with, whilst also delivering our revolutionary product development news.

Our idea was to create a digital experience of what ‘repair’ could mean to our target audience.

We delivered ‘Project Repair’. A 4-week Holistic Lifestyle Repair program that takes people through a journey of repairing their health, career, relationships or finance – delivered to their Facebook wall daily.

By focussing on more emotionally invested areas of people’s lives, we knew we could create more reasons for women to engage with repairing their sensitive teeth. We also needed to position Sensodyne as a brand that was relevant to ‘me’, and did this by launching a multi-channel, multiplatform awareness campaign – with all traditional media also driving online where this was possible (via QR code). 

Instore, demonstration teams delivered an iPad experience that illustrated the repair power of Novamin directly to the shoppers. This interaction not only raised awareness but also helped to drive sales at the point of purchase. Targets locked, engaged and repaired!

The 2010/11 summer of cricket was a biggie. The old enemy was here to create history and win the Ashes on Aussie soil, while Vodafone were celebrating their appointment as naming rights partner for one of the greatest sporting rivalries on earth.

The summer series was one to forget for Aussie cricket fans, but our Business cricket activity for Vodafone, targeting existing business relationships, was a smash hit! To build on that success, Onepartners were tasked with developing a similar program the following season for small businesses across Australia.

In February 2012, we launched the Vodafone Biz Hit, a FREE cricket league created just for small businesses. Vodafone Biz Hit is simple and quite brilliant really! We wanted everyone that came along to be able to have fun and play…and let’s face it we know it couldn’t go on for days…so we took the indoor cricket rules and adapted for outdoor use. Everyone gets to bat, everyone has to bowl and it’s all wrapped up in a fun, FREE, team building exercise.

Vodafone Biz Hit year 1 is underway, and we are all ready planning for year 2.

Be sure to check back for our full season wrap up and action shots of the inaugural Biz Hit Business Cricket League. In the mean time, check it out for yourself at www.vodafonebizhit.com.au

As part of Macleans Mums Dad’s Take – our community can ask him. The most voted community questions will be taken to Manu who will create a personalised video response – just for you. Macleans Mums will then deliver that content via the Wall over the campaign period. 

To urge mums to come and say ‘Allo’ to Manu, we are also giving the community the opportunity to WIN Dinner With Manu at his Sydney restaurant.

All our mums have to do is create a table and invite 4 friends to join them! Once all their friends ‘Like’ our Macleans Mums page and accept their Manu Dinner invite then that table is in the draw, and soon they could be having a well deserved night out in Sydney.

Creating the promotion mechanic in this way has meant that Macleans Mums can virally spread the promotion without the use of paid advertising, what could be better than that?

For the record, our vibrant community is now 12,470 strong, and growing! Merci Manu!

We created a beautifully engaging Facebook promotion around a ‘community bake-off’ against Glad’s long time ambassador, Julie Goodwin. Members were given a Julie recipe each week to recreate or improve upon. They were then asked to post a snap of their creations to the Glad FB page to be judged by Julie.

It turned out to be a recipe for success.

In 5 weeks we grew and nurtured a community of 8,000 mums, who are now moving in the same social circles as the original Masterchef and Glad.

Off the back of this very successful start, Glad will continue to invest in Facebook and the digital space in 2012. 

At Onepartners we believe that going mobile should be so much more than a cut down version of your brand site. Being mobile should offer your audience (whoever or wherever they are) value in the context of the device. This means bite-sized, quick, easy and above all useful mobile content. Localised via GPS is even better!

Be sure to check out Uncle Ben’s on your mobile: mobile.unclebens.com.au

At time of writing, the latest Australian mobile stats from AIMIA show that QR codes are here to stay! Seriously!
So... How well will you use yours?

To start with, we used the following guiding principles.

Simplify everything.

In regards to content, the new site had to be welcoming and engaging. It had to tick the usual 'company info' boxes. Alongside the basics to consider, and vying for airplay, were news updates, press releases, project updates and social commentary. Taken as a whole, we see this as the ‘Good Stuff’, so rather than spread it across different sections it is now one of three simple and distinct areas.

'Home' (click our logo) is where you arrive and is a bold showcase of some recent work and our company story. 'activity' is where everything that is happening happens and 'information' is - ahem - for the boring stuff.

Create a channel, not a repository.

We have a lot going on. Our agency model spans Shopper, Digital and Experiential. We have a culture of creativity generating fantastic personal projects, from a young and rapidly growing multi-talented team, with a wealth of opinion on anything and everything marketing and creative related.

Reflecting this diversity of output was the challenge and it's one we hope to have met with the 'activity' area; a constantly updating feed of content. News, opinion pieces, projects and happenings now sit together in a fluid snapshot of Onepartners. If you are looking for something specific, all content can be filtered and searched via tags or search-box.

Bring our character to the fore.

Another CD once told me 'Don't tell me you're funny, tell me a joke'… I didn't do either, but that aside he had a good point.

We decided the best way to illustrate the character and culture of the team was to simply ‘put it out there’. Informal Facebook and Twitter posts sit comfortably within the 'activity' stream, shoulder to shoulder with the serious stuff. Pretty much everything on the site is sharable - just as it should be. 

Looking forward.

When not redesigning our website, we can often be found creating exciting campaigns for fantastic clients. Look out for some fresh work updates in the very near future. A version of the new site - optimised for mobile - is being worked on as I write this.

There you have it: Onepartners online 3.0. We hope you like it, and if you do, please feel free to share.

Posted by Joe Mayock; Managing Partner and Creative Director

While this took a moment to get my head around, a couple of days ago I had a Eureka moment when I realised you could take your ‘TAT’ and divide it by your ‘Likes’ to arrive at your Engagement Rate (ER). FYI we love an acronym in digital. 

TAT is great because it’s a 7-day snapshot of the current engagement rate and overall health of your Page quantified by the amount of Likes, Shares, and Comments on your Wall. So from week-to-week, and depending the content that is being published, you can see if the content was well received (your ER is up), or if you need to rethink your yawn-content (ER was down).

Why so freakin’ excited I hear you saying?

It’s all out in the open now. Just as others can see how you’re doing at any given time, you can also see how other Facebook communities are resonating with their audiences. 

A page may have a massive number of Likes, but if their TAT number is low then it’s a likely sign that something is amiss. They may have driven large Likes initially, but now no one is commenting, liking or sharing with them. That community couldn’t care less about what the brand is pumping into their News Stream.

It’s now more important than ever to think like a content publisher and create reasons and meaning around consumers being involved with your brand – especially if you’re new to the Facebook bandwagon.    

Now all that is left is to determine benchmarks for ER. And its only fair that these benchmarks should be created against a rigorous set of criteria and categorised by segment – in the same way that the IAB has set out benchmarks for online advertising.

Social Bakers have had a go. Here is their stab at ER by community size, with the disclaimer being that the larger the community the lower we can expect engagement rates to be.

I would also argue that this ER should be categorised by segment. Fashion and entertainment would be at the top end of the scale, while toothpaste and soap would be on the opposite end.

I would also propose that there needs to be a bi-fold measure of ER by size and category that accounts for the ‘artificial’ drivers of Likes to a page – not that there is anything wrong with that! Promotional drivers usually take the form of:

Competitions
Seeding
Coupons
Reward programs

These drivers can inflate your TAT for the period that they are on. Can I coin this your ‘pro-TAT’? You let me know!

Good pro-TAT brings good results. A pro-TAT promotion targeted in the wrong way can attract a community that is there for a good time, not a long time. If these pro-TAT cats hang around then your ‘off-TAT’ ER is always going to be low.

Take for instance a ‘WIN an iPad’ pro-TAT run by a nappies brand. It attracts a large SINKS and DINKS audience and the numbers look great. But they are   probably going to experience difficulty maintaining a high ER past the iPad promotion, unless they start talking about music and clubbing. But then I’m not sure how valuable that would be to the brand… anyway… I hope you get my point.

When every brand manager I speak to at the moment is screaming that they want to ‘engage’ their audience, this is certainly one way we can quantify the effectiveness of that engagement – at least for the moment. 

What this means to ‘bums on seats, ‘$$ at the checkout’, or ‘footfall in store’ is still largely unknown (or so Google tells me). Perhaps some brands can share their experience of increased ER against sales figures in the future?

I’ll keep you posted on that front. If and when I manage to find a great source for fair ER benchmarking, I’ll report back on that too. In the meantime send me your comments!

Posted by Claire Ferguson; Onepartners Digital Business Director