Unique pieces of content
Lockdowns suck, full-stop, and with so much of our entertainment supplied by our television screens while stuck at home, TVNZ saw an opportunity to remind people of backing New Zealand made content.
During the pandemic, the creator economy saw a meteoric rise and so dentsu and TVNZ saw an opportunity to dive in to an organic influencer campaign that leant on a core insight.
Enter #IsoCareKits – the TVNZ care package full of all the goodies Kiwis need to thrive while isolating.
Including a custom TVNZ content guide with everybody’s favourite shows available to steam free OnDemand along with yummy snacks, TVNZ swag, and products to help break the home iso boredom.
This kit was deployed to 45 influencers across New Zealand with a spread of macro, micro, and nano influencers specifically curated for this campaign.
The campaign engaged 34 influencers creating 70 pieces of content that generated a whopping 1.7 million impressions.
With a 75% creator uptake we smashed our internal benchmarks and we had such high demand for the kit that TVNZ created a giveaway for the public! Social media heavy hitters such as Chris Parker and Jazz Thornton unboxed their kits and took to stories to show off kit to their followers.
The talkability was viral, with famous influencers like Hayley Sproull tagging TVNZ and asking for their own kits, and she wasn’t alone. The excitement was so overwhelming that TVNZ ran a competition on their social channels for viewers to be in to win one for themselves – garnering nearly 4000 entries in a week.
“It all started with the idea of distraction. Isolation is boring, there is no two-ways about it. Consuming content is critical to making it through with your sanity (somewhat) intact. We wanted to catapult TVNZ in to the heart of current conversation. What better way to do so than to partner with a range of relevant kiwi brands and content creators relevant to 18-24 year olds?”Jess Edward, Head of Social dentsu Creative
Social | Shortland Street 30th Anniversary Social Activation
For Shortland Street’s 30th Anniversary TVNZ looked to pull out all the stops to help bring some excitement to this landmark occasion in NZ broadcast television.
Social | TVNZ #IsoCareKits
Lockdowns suck, and with so much of our isolation entertainment coming from our televisions, TVNZ saw an opportunity.
Creative | ASB "Borrow the All Blacks"
During the COVID-19 pandemic, ASB were challenged to step up to plate for small businesses. So we thought, what if we fronted up with one of the most tightly regulated sponsorship properties in ...
CXM | Investment Services Group (ISG)
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Creative | Bunnings and Touch NZ
Dentsu creative were engaged to support the second year of the Bunnings Sponsorship of Touch New Zealand.
Creative | Rangitikei Free Range
Creative | Meridian, Turbine
To launch Turbine, Dentsu Creative developed a PR strategy that built awareness of Turbine’s story as a love letter to windy Wellington and turned Garage Project’s two taprooms in Auckland and W...
Creative | A Moment Against Silence
We leveraged the All Blacks to reframe a moments silence to a moment against silence to get the nation talking about the national tragedy, which is the devestating suicide statistics amongst Kiw...
Creative | Designing a contactless service for Subaru.
Designing a contactless service for Subaru.
Creative | Calocurb
If there were a medal for being the most obese and overweight country in the OECD, New Zealand would get a bronze.
We were engaged from day one, as Calocurb’s brand, marketing and technolog...
Creative | Tower Insurance
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Creative | Meridian
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Media | Accor, Bidding Strategy Alignment
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iProspect: Mercy Radiology
Being first in market to launch booking capability for medical imagery and screening. Helping Aucklanders find the right medical screens and scans, aiding them to speed up tedious booking proces...
Davanti: Auckland Council
Auckland Council services over one million people in the greater Auckland region through three primary customer channels – digital, person-to-person, and face-to-face interactions.
Davanti: Ministry of Education
On behalf of the Ministry of Education, the Education Infrastructure Service (EIS) invests around $500m per annum in planning and delivering infrastructure services and facilities to New Zealand...
Davanti: Leading Edge
Leading Edge Communications is a fast paced Sales Channel Management company offering telecommunications sales and support services to some of NZ’s leading enterprise and SME organisations – kee...
Media | Les Mills on Demand
Locally driven technology product, pushed globally increasing expansion and driving growth
Media | Air New Zealand, A Fantastical Journey
The safety video is usually the least-interesting part of a flight. Air NZ needed theirs to be engaging pieces of content on and off the plane.
Creative | ASB, True Rewarden
Turning a rewards scheme into a Kiwi icon for ASB. Following the massive success of the first campaign, we brought the True Rewarden back to continue her mission to get more Kiwis rewarded.