Monkey's personal life and shameless self-promotion
Comic Relief act as agents for the famous wooly superstar Monkey, known for his appearances in TV adverts for ITV Digital and PG Tips.
In order to help him further his quest for A-list celebrity status, and to promote his merchandise and new autobiography, Comic Relief briefed Futureproof to help him manage his social media platforms.
Futureproof manage Monkey’s Facebook and Twitter accounts, sending out updates in his voice about his personal life. Futureproof combine their copywriting prowess with creative input from across the agency to generate new posts to help Monkey achieve superstardom.
Helping stop fraud
As many as 1 in 7 road accidents are thought to be induced for illicit financial gain. Crimestoppers and the Insurance Fraud Bureau briefed Futureproof to create an advertising campaign to combat this crime, to be used in regional hotspots, as well as a leaflet for a door drop.
Futureproof devised five creative routes for Crimestoppers. The chosen route, “Accident Tomorrow”, highlighted the problem in a simple and inpactful way, using the visual language of road accidents with a twist to make viewers remember the message.
Managing a portfolio of brands online
KMI Brands own a portfolio of beauty brands, including Ted Baker Fragrances, Orla Kiely home products, Fish Soho hair styling, and Naked Skincare.
They were looking for a reliable, agile and creative digital agency to manage their web platforms, both to maintain and update their current activity and to incrementally improve their ROI by improving conversion rates across their social and email content, and their digital platforms.
KMI needed support for their two e-commerce sites, two brand websites, three Facebook and Twitter feeds, and a centralised eCRM system.
Futureproof now act as an outsourced digital department for KMI, using the technical expertise of their Digital team, the design skills of their Creative team, project management and brand guardianship by the Brand Management team, and ideation from across the agency. By combining these different specialisms with a new strategic direction for KMI, Futureproof offer more than a standalone digital agency could bring to the table, providing better value and output for KMI.
Futureproof manage six social media accounts for KMI Brands and the email communications plan, combining content creation, scheduling, posting and community management.
Futureproof are already seeing significantly improved conversion from the KMI eCRM, in particular.
Acting as an extension of the Global Brand Management Team
Diageo needed Brand Management support on Johnnie Walker Blue Label at a global scale when they were launching global gifting initiatives. They approached Futureproof to provide this support due to Futureproof’s unique agency-side Brand Management capability.
Futureproof acted as an extension of Diageo’s Global Reserve Brand Team, managing projects through the innovation process across 89 markets. Futureproof liaised with agencies on Diageo’s behalf and gained approvals from all markets and 200 stakeholders. Futureproof created and distributed toolkits and managed projects through end-toend through Diageo’s innovation gateway process.
Futureproof’s toolkits were described as “world class in terms of design and clarity” by the Diageo Reserve Managing Director.
Turning a Night of Fear into a Night of Hope
World Vision asked Futureproof to launch their new master brand positioning, Every Child Free From Fear, to drive brand awareness and engagement of the brand. The objective was to engage the target audience with a non-financial ask.
Using Halloween as the key moment, we created the campaign “Turn a Night of Fear into a Night of Hope”, focusing on what is traditionally a night of fun and frights for children in the UK, and using this occasion to recognise that some children live in real fear, and not just on one night of the year. 31 October 2013 will be the day we stand alongside children living in fear in the world’s hardest places and show we care.
We asked the target audience to carve a heart into their pumpkins to share this simple and powerful message. This was communicated though a video with TV chef Lesley Waters, and a downloadable information pack including instructions on how to carve a pumpkin. People were encouraged to send their carvings to World Vision, which would then be posted onto Pinterest and Facebook.
The campaign was featured as Third Sector’s Digital Campaign of the Week on 25 October 2013.
Moving from a product focus to acting as an advocate for healthier, wholesome lifestyles
Hovis had found that although it had a large follower base on Facebook, engagement rates were falling and they needed a new strategy and content plan to reverse this decline.
We built on Hovis’s brand strategy, and developed a digital/social strategy that brought to life their need to go beyond the product and reinforce the perception of Hovis as the healthy choice in the bread category. Research into their target consumer, and their online behaviour, led us to focus on certain key content themes, that enabled us to start to shift the tone towards lifestyle conversations.
Using posts about lifestyle topics, games and live-chats we were able to rapidly increase average interaction rates and thus quickly expanded Hovis’s weekly reach. Staying within the strategy, however, meant that we did this while focussing more closely on the target demographic.
Total Facebook ‘Reach’ increased from an average of 2,700 in April to an average of 17,400 in June, which is over 5 times the previous average value. The demographics of the fans shifted strongly to the target ID.
Digital campaign and Facebook App driving awareness and trial for new range of toddler food
Futureproof was brought on board by Organix to help drive sales of their new “Cook with Organix” range of paste pots and recipe bases. Organix needed an online campaign that would educate Mums in how to use this new-to-category innovative product, and convert to purchase.
We devised, designed and executed the ‘Made by You’ campaign. To capitalise on the product’s unique benefit as a cooking aid that helps mums experiment and produce a variety of toddler meals, we constructed a Facebook cookbook app that combined a competition-mechanic with a recipe database. By tapping into Facebook’s user data we were able to bring the user-submitted ‘Made by You’ recipes to life with photos and comments. Downloadable coupons were also provided, to encourage trial of the product, and data-capture for the client. We then worked with the brand team and their agencies to amplify the plan with eCRM emails, blogger outreach and Mumsnet ad-spend.
We drove high online engagement via the Facebook Organix cookbook through recipe submissions and coupon downloads. The amplification plan which promoted the Made by You campaign generated high reach and traffic to the Facebook app.
7,896 users visited the app, delivering a 455% result against the KPI target. 2,278 coupon downloads represented a 918% result against the target.
Developing a unique integrated app for a bespoke ecommerce user experience
Streck Clothing – a young London-based, fashion start-up – needed to establish its brand online, and increase sales of its unique, customised hoodies. Demand for the vinyl-printed clothing was increasing, but they had no way to efficiently manage their order process.
We worked with the founder of the company to re-evaluate the entire sales journey from the customer’s first interaction with the brand, to the creation and delivery of the final, bespoke garment. Using the Shopify ecommerce platform so that product inventory and fulfilment could be easily managed by the client, we designed an interface that showcased the brand and developed an integrated app that enabled the user – like Nike-ID – to customise their own hoody design. This significantly streamlined the order process, and firmly established the brand online.
Following the success of the original development, we are now once again working with the founder to design and develop two extensions to her range, Streck It Kids and Streck It Dogs, both with a custom built cusotmiser.
Customer Experience Marketing
World Vision wanted to expand their child sponsorship face-to-face fundraising activity to incorporate a greater number of appearances at Events & Festivals in 2013, and they wanted to do this in an engaging, interactive and educational way. Futureproof was challenged to create a bespoke, highly engaging consumer experience that showcases World Vision’s international work at exhibitions, festivals and shopping centres around the UK.
The creative response was required to create two things; engagement and interaction.
The chosen creative idea was ‘Reactive’, the execution includes a reaction to the stand which creates a feeling of empowerment.
A set of large scale artwork with accompanying branded de-coder glasses was produced. The artwork is on first glance an illustration of despair, depicting some of the terrifying facts of life for children living in some of the world’s poorest places – young girls being forced to marry, children forced to work in mines, no schools or healthcare facilities, no clean water and very little food. When the glasses are then put on the illustration changes to one filled with hope, clearly revealing the life changing effects child sponsorship can have.
The glasses were designed to empower the wearer, clearly revealing the incredible difference that they could make to a child’s life.
SMA had recently repositioned their brand and needed communications to reflect this. Futureproof was asked to work across digital and direct mail, updating touch points accordingly. The overall goal was to place SMA as the go-to brand for support, advice, and ultimately their infant formulas.
Futureproof completed a proprietary strategy process to translate the new brand positioning into a thorough strategy that could be applied across all media. For the direct mail, we designed a traditional welcome pack, and an innovative bottle-shaped piece to promote SMA’s NPD.
We conducted a thorough review of the website and proposed improvements to the look and feel, and content structure. As part of this process, we held a photoshoot with parents and babies, and ran user testing, to create an optimal and logical user journey with imagery that reflected SMA’s new positioning and better engaged with mothers.
Over 400k DMs sent out.
Digital aspect of project on hold pending Nestle buy-out of Pfizer.