This signal should give Marketing Managers and Agencies developing strategies for social media confident that if they present a robust business case they should receive support from their boards.

Boyd Wason

The Cover Baby 2009 campaign was a huge success, engaging thousands of mothers, who received votes from tens of thousands of friends and families.  The campaign had a huge following online, which transformed into an engaging offline magazine promotion and brand engagement for Treasures Nappies.

“Finalist last year, Bronze this year, this award is evidence of how effective Treasure Cover Baby is in engaging New Zealand parents, and their friends and families” said Heather Greaves, SCA’s Marketing Manager, Babycare.

“It’s a concept that SCA has really got behind and its great to see that all hard work everyone put in last year has been recognised” a delighted Boyd Wason, Managing Director of Tango, added.

Treasures Cover Baby has certainly cemented a place in the hearts of New Zealand parents and may now become an on ongoing activity for the brand.

About the Marketing Association RSVP Awards

The RSVP awards are the most prestigious awards for direct and interactive work in New Zealand, and focuses not only on creative excellence but also on marketing effectiveness and strategic thinking.

CVD accounts for 40% of deaths every year in New Zealand but is largely preventable with treatment and lifestyle advice for those at moderate and high risk.

In 2009, the New Zealand Heart Foundation, with the help of The University of Auckland, developed a tool for health professionals that could determine a person’s risk of heart attack or stroke within the next five years by asking a series of health questions.

To help them meet their strategic goal – to stop people dying prematurely of heart disease – the Heart Foundation engaged Tango to bring this valuable tool to life for all New Zealanders.

Tango created the ‘Know Your Numbers’ digital strategy to help highlight the importance to New Zealanders of knowing their blood pressure and cholesterol ratio as a way to monitor their heart health.

The Know Your Numbers website educates people on why these numbers are important, before taking them through an easy-to-use Your Heart Age Forecast tool. Then, to support people to take steps towards taking better care of their heart health, they can create their own personalised Heart Health Plan by simply answering a series of lifestyle questions. Their Heart Health Plan is delivered in six weekly emails that provide people with relevant content on how they can improve their lifestyle.

Know Your Numbers is a fun and easy-to-navigate way to help New Zealanders become aware of the steps involved in taking responsibility for their own heart health.  Take a look and let us know what you think!

Think Brick sent links to them out as a Christmas card to a select group of people in the construction industry – architects, builders, designers….. and you can still hear them laughing if you listen hard. Best name for the “kung fu specialist” SEO specialist wins something we haven’t decided yet..

In case you don’t know, the RSVP awards are the most prestigious awards for direct and interactive work in New Zealand and unlike many other awards schemes, effectiveness is important – all entries are judged not only on creative excellence, but on great strategic thinking and results.

Well done to Treasures for recognising a great idea and getting us to do it again this year. We’ll keep you posted on what happens on awards night.

In case you don’t know what the Webby’s are, they are the foremost international awards for interactive work and a prestigious award to win. Find out more about them here:
Webby’s

You can also go and have a play with the Climate Design Wizard

The Opportunity

In mid 2007 the agency presented SCA Hygiene, the owners of the Treasures Ultra nappy brand, with a concept to reinvigorate the brand by engaging nappy buyers (both existing Treasures customers and people who bought other brand nappies) in a very emotional way, and as a result strengthen loyalty and acquire new customers.

Tango’s Strategy

A part of the strategy was to increase the loyalty for Treasures Ultra nappies and acquire new customers for the brand. We planned to achieve this by giving parents the opportunity to experience the emotional excitement of seeing their baby on the cover of Little Treasures, New Zealand’s best-selling parenting magazine.

The strategy was also designed to reinforce Treasures brand values, which are all about celebrating real New Zealand babies. Thus we built elements into our strategy which would give all parents the ability to present their baby to friends and family as they would look if they became the next Treasures cover baby. Treasures brand values also drove our decision not to call the promotion a competition or contest (which imply winners and losers) but a “search”.

Another important aspect of our relationship -building strategy was the choice of media channels. SCA had already invested a lot in developing a strong relationship with people on their email database (through an ongoing Tango campaign) as well as readers of Little Treasures magazine. Tango’s strategic approach to media allowed us to capitalise on that investment and benefit from the fact that our audience was already comfortable with interacting via those channels.

What we did

Like all winning campaigns the concept was simple – Create a nationwide talent search for a baby to feature on the cover of Little Treasures Magazine.

We developed a microsite, www.coverbaby.co.nz, where new parents could upload a photo of their baby and see him or her featured on a mocked-up cover of Little Treasures Magazine. To enter the talent search, they saved their ‘Cover Baby’ page and promoted their page to their friends and family via ‘friend get friend’ email functionality. Votes from friends and families were used to select finalists, with a panel of Judges choosing 5 babies as potential Little Treasures Cover Babies. These babies then went on a professional photo-shoot and the Cover Baby was chosen from the resulting shots.

The campaign launch was first launched at the Auckland Child and Parent Show in 2008 also used innovative creative which allowed parents to see what their baby might look like on the cover of the magazine. The 2008 and 2009 campaigns both used emails to the Little Treasures Baby Club database, ads in the Little Treasures Magazine and viral email as channels to invite participation.

Results

The Treasures Cover Baby Campaign was a fantastic success in 2008 and went on to exceed even biggest targets in 2009 by connecting with thousands of new parents, their extended families and their friends.

Our amazing new website is under construction and will be finished soon. Meanwhile, this blog’s a great place to find out a bit more about New Zealand’s leading independent relationship marketing agency.