https://www.alexandracaroline.com/work daily 1.0 2024-04-16 https://images.squarespace-cdn.com/content/v1/5c316bd95cfd79fe68219a52/1552388498781-MSMLS9EXCQITIR4MT2XD/Artboard.jpg The work - The Shadow Man THE CHALLENGE Innocent Bystander is a premium wine, without the fuss. Visit Innocent Bystander HQ in Victoria’s Yarra Valley and you’ll find a cellar door unlike many others. An industrial-feel warehouse; wine tastings straight from the tap; unapologetic comfort food such as pizza, cured meats and the best fries in the valley. Innocent Bystander is iconic in its home state of Victoria, but in order to grow needed to extend its reach to other states - without losing its feel as a unique, local wine. We were tasked with taking the brand’s philosophy to new audiences in New South Wales and Queensland. https://images.squarespace-cdn.com/content/v1/5c316bd95cfd79fe68219a52/1552781919567-ZHHQ1NHDCK8DVF7XU3NH/Screen+Shot+2019-03-12+at+9.29.09+pm.png The work - Cash Conundrum THE CHALLENGE To attract more qualified leads from busy, fickle Year 11 students, and raise Deakin’s profile for professional research - enhancing its credibility with potential future students. We were asked to to provide 7,000 Year 11 student leads for Deakin’s new marketing automation system. THE WORK We knew the best way to gain leads would be to provide an incentive. But we didn’t want to do just any old giveaway. A famous 60’s study, called the Stanford Marshmallow test, sought to find out exactly how impulsive or restrained young children were, by examining their ability to delay gratification. The test gave children a simple choice - one reward provided immediately or two rewards if they waited for a short period, during which the tester left the room and then returned. https://images.squarespace-cdn.com/content/v1/5c316bd95cfd79fe68219a52/1552556436943-LW4NF604D1370X4MZZ7U/Screen+Shot+2019-03-14+at+8.38.32+pm.png The work - Energy Live THE CHALLENGE AEMO is Australia’s independent energy markets and power systems operator, responsible for the day-to-day management of the wholesale energy market. The organisation plans and forecasts national energy requirements, and provides power systems information and security advice. Despite this, few consumers knew of AEMO’s existence - until the organisation was put in the spotlight and criticised by the national press for causing a major blackout in South Australia. AEMO’s had to begin owning the conversation on Australia’s energy; rather than being set apart from it. They briefed us to create a platform that would engage new audiences; establish category leadership, and differentiate from other energy news sources. There were three key design challenges: Engage with two different audiences: a content hub that would appeal to both the general public, and media. Ensuring simplicity of navigation: we focused on keeping the journey simple, to enable users to access content easily. Applying AEMO’s new brand to the hub’s design, whilst avoiding a potentially dry corporate aesthetic. https://images.squarespace-cdn.com/content/v1/5c316bd95cfd79fe68219a52/1546747705287-XCKUZDUYTVVEVO1AR1UE/Screen+Shot+2019-01-06+at+3.07.31+pm.png The work - Together at Last & A Whole Lot Louder THE CHALLENGE Milkshakes was new product launched by Devondale in 2015. The marketing team produced a TVC which was not approved by the board. They had to launch a new product with no core marketing assets, and as such, the product started to suffer. Lack of awareness meant lack of sales. We were briefed to develop assets to drive reach in digital channels, and we delivered two animations which focused on fun, flavour and format - the key attributes of the Milkshakes brand. https://images.squarespace-cdn.com/content/v1/5c316bd95cfd79fe68219a52/1546749125099-9JC16RMSYOYE6DYAQ99R/Screen+Shot+2019-01-06+at+3.17.56+pm.png The work - Board for a Cause THE CHALLENGE Kids Under Cover is an Australian youth homelessness charity, which provides support for at-risk youth. As a charity, KUC is reliant on donations to help deliver its programs of work. One of their most popular fundraising initiatives, Donate Your Car, was becoming costly and inefficient to run. KUC briefed us to develop a new fundraising product, that would ultimately generate more donations as well as stand out in the market. We developed a concept based on the societal shift of millennials living at home with their parents for longer and longer. THE WORK Board for a Cause® encourages parents to charge grown children living under their roof a nominal monthly boarding fee, which is then donated to the charity. In addition to raising much needed funds, the initiative also provides a fun, simple way for parents to approach topics including philanthropy, responsibility and privilege. The product is built around the modern phenomenon of adult children staying at home for longer, or leaving for a short period and then returning as ‘Boomerang Kids’. The underlying causes for this include the increased cost of living and lack of affordability in the housing market. https://images.squarespace-cdn.com/content/v1/5c316bd95cfd79fe68219a52/1552553161244-ZF2L935HU4RKMUVI4GE2/8%2BBar_Karen_Talent.jpg The work - 8 Bar Iced Coffee 2 - campaign THE CHALLENGE A campaign to help accelerate the launch of the brand, in a saturated and busy market, with a focus on winning favour with a new market of young, barista style coffee lovers. In 2016, Devondale Murray Goulburn launched 8 Bar Iced Coffee, a ready-to-drink iced coffee challenger brand. The iced coffee market was a stale, and undifferentiated category, with incumbent brands battling fiercely for the ‘bloke brick’ consumer (blue collar Australians looking for a sugary coffee energy hit in a big bottle or carton). 8 Bar Iced Coffee brought a breath of fresh air to the category by appealing to a whole new audience of coffee lovers. Developed to ensure a cafe-quality flavour profile, 8 Bar is made with real espresso - unlike major competitors. The brand ditched the traditional plastic bottle or milk carton packaging in favour of a take-away coffee cup style format. THE WORK We set out to showcase the unique packaging format, knowing that on shelf recognition is crucial for driving in-store sales. We also wanted to highlight the inclusion of real espresso, a meaningful differentiator amongst competitors. As well as this, we aimed to place 8 Bar Iced Coffee alongside iconic, Australian cafe culture - where we knew it belonged. To ensure the campaign achieved maximum efficiency, we created a suite of assets that accounted for the nuances of each platform, as well as the behaviours of the people who use them. This meant that the creative needed to be: Instantly attention-grabbing - to stop scrolling thumbs on Facebook and Instagram. Quick to communicate - delivering our key message in five seconds. Successful without sound - with over 90% of video content consumed on social media without audio, the message needed to be conveyed with visuals alone. The final creative was a visually arresting, slightly-dark but humorous narrative showing the heartbreak you’ll cause when you break it to your regular barista you’ve ditched him for the convenience of 8 Bar Iced Coffee. The spot includes a 15-second core edit, which spearheaded the campaign to achieve mass reach across both social and YouTube. This edit was developed to reach a mass audience and introduce 8 Bar Iced Coffee, the cause of local baristas’ heartache, nation-wide. This was followed by multiple 6-second heart-ache variations which built on the initial narrative, shown to audience viewers that had watched the core edit using targeting techniques across both social and YouTube. This was to helps achieve frequency without causing wear-out, and building out the campaign narrative without excess media spend. https://images.squarespace-cdn.com/content/v1/5c316bd95cfd79fe68219a52/1554355110764-AER1QZ94IB20EBDJPZKL/Sequence+02.00_29_10_18.Still018.jpg The work https://static1.squarespace.com/static/5c316bd95cfd79fe68219a52/t/5ca594d7ee6eb01ed027b40c/1552794804130/ The work https://images.squarespace-cdn.com/content/v1/5c316bd95cfd79fe68219a52/1709668688863-W6UGYM2FRGB5LI096TFL/Screenshot+2024-03-05+at+12.17.59.png The work https://images.squarespace-cdn.com/content/v1/5c316bd95cfd79fe68219a52/1709669571231-HZ9ZY9Y3KD9CH5SGDJA4/Screenshot+2024-03-05+at+20.10.00.png The work https://images.squarespace-cdn.com/content/v1/5c316bd95cfd79fe68219a52/1713127239090-2W3WWYVRYO98BW8SIIDO/372166490_1320763132148631_4963275604599292868_n.jpg The work - Jacamo - Lucky Socks AWARDS Shortlisted for three Campaign Media Awards (TBC final outcome on 18th April ‘24): Branded Content, Social Product Innovation Fashion & Beauty THE CHALLENGE Jacamo is a brand that launched 15 years ago with an original focus on making male fashion accessible to all sizes. They have retained some legacy negative perceptions, seen as ‘plus size only’, and not seen as cool, trendy or culturally relevant. They wanted to shift perception, to get men to feel like Jacamo understands who they are, and is the fashion retailer for them. We were tasked with developing a partnership campaign that demonstrates that Jacamo understands men and their lives; shows that Jacamo can deliver a good fit for all men (whatever the occasion & whatever his build); and connects Jacamo to the emotional benefit of feeling good in clothes, not looking perfect. https://images.squarespace-cdn.com/content/v1/5c316bd95cfd79fe68219a52/1708254162803-1RWVJBXDQ29HVUUON9RX/image-asset.png The work - SKODA ENYAQ Digital Experience https://www.alexandracaroline.com/chotto-motto daily 0.75 2016-09-01 https://images.squarespace-cdn.com/content/v1/56f96a558a65e2431339cdaf/1464979921827-VSUMOBA4OQ183XFEUL1M/menu-1.jpg Chotto Motto https://www.alexandracaroline.com/new-cover-page daily 0.75 2019-01-06 https://www.alexandracaroline.com/about daily 0.75 2024-04-16 https://images.squarespace-cdn.com/content/v1/5c316bd95cfd79fe68219a52/1605123673121-OIMXQ2ZEPTY1DECE5J1X/IMG_8749.jpg About me - CONTENT, CAMPAIGN & DIGITAL MARKETER PROVEN EFFECTIVE GROUP ACCOUNT DIRECTOR AND LEADER.