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STRATEGY-FIRST MARKETING FOR SOME OF AUSTRALIA’S LARGEST BRANDS
STTOKE - INSTAGRAM
STTOKE is an innovative keep-cup that, from the onset, was destined to disrupt the reusable coffee cup market. By offering unprecedented sleekness and intelligence in its design, STTOKE cups enhance the convenience of use by considering an array of instances where practicality, comfort, durability, environmental impact, and physical appeal were important. Their goal is to foster a valued experience within the existing lifestyle of its potential customers.
For STTOKE to achieve the growth targets they were after in the first year, they needed consistent and effective messaging across social media to achieve these goals. This would ensure that coffee lovers, environmentally conscious individuals and the general public become acquainted with this innovative product. Discover how our social media management services became an instrumental step to gaining STTOKE the reputation it needed to help become a Gold Winner recipient of the Good Design Award.
When it came to crafting this strategy, it was important for us to focus on developing equally powerful imagery and tone of voice for an equally powerful product. There was no room to play it safe as this strategy needed to make an impact to propel STTOKE’s brand awareness amongst consumers. Our strategy was to observe, analyse and draft a process that would not only lead to sales but create a legacy for STTOKE that differentiated them from competitors. Therefore, we worked closely alongside STTOKE to roll out a social media strategy across Instagram and Facebook with strong campaign imagery and messaging. This way they could be carefully implemented to tie in with the brand’s promotional calendar.
The CODI team worked quickly to strategically develop a comprehensive portfolio of imagery that guaranteed STTOKE was represented correctly across their social media channels and developed a tone of voice for all messaging highlighting the uniqueness of the product. These messages focused on introducing the cup, its features and benefits to the general public and more specific B2B campaigns targeted to niche audiences, such as business owners and people in management who could be potentially interested in purchasing the cup in bulk with engravings included.
Making use of STTOKE’s highly striking visual material (also produced by CODI Agency), we developed an engaging and visually interesting Instagram feed that tangibly communicated to an active audience the quality, design, and innovation of the product.
From our strategy, we were able to take STTOKE’s freshly created social media to a collective 30K following across their Instagram and Facebook channels, with an average engagement of 3%.
The content produced by CODI has shaped the visual identity of the brand, and over 20+ months of engagement we have created all studio and video content for the brand.
Across all platforms, we have created 608+ original posts for the brand, keeping their channels active and engaging and communicating all key messages to their audience.
MELROSE HEALTH - UGC VIDEOS
Melrose Health are leaders in the health and wellness space, operating for over 40 years, and are the go-to brand for millions of Australians. To spread the word about their Omega range of products, Melrose engaged CODI to create content to be used across their paid media channels that spoke to the benefits of the product, in a way that was easily understood.
When strategising what would be most effective, we looked to create a series of short form videos. To ensure that we met the brief and aligned with the ethos of Melrose Health, we looked to engage known customers in the space that used the product range themselves to allow the messaging to feel as authentic as possible, as well as our talent being able to speak more personally, not simply reciting talking points.
As the project shaped up, we felt the best way to produce these videos was styled as UGC. We created briefs for each talent and directed them to film themselves, and cut them into short, snackable pieces of content that could be served through a full ad funnel.
This direction aided in our efforts to create authentic, conversational ad sets – avoiding any negative audience sentiment that may have come from a more glossy, produced style of content.
By mixing and matching our talent’s responses, we were able to create 9 videos to refresh and reenergise our clients paid media efforts, and provided high quality UGC for use across other platforms. By stripping back the production, the videos feel ‘real’ and authentic, meeting the expectations and the brief.