Local Case Studies


TAFE Queensland
Passage Foods

TAFE-Queensland-Logo

TAFE Queensland

Rapid Media and TAFE Queensland have been working in partnership for several years across paid social, digital and search advertising. Over the years, strategies have been developed, altered, and refined to continue to drive reach and efficiency with an omni-channel approach. In August – September 2020 Rapid Media was tasked with delivering a high share of voice for a brand campaign, with the objective of driving awareness and recall. ​

Augmented Advertising

Augmented advertising is becoming more readily available for advertisers to use, and the technology and tools used to create it are now made available through both Facebook and Snapchat. We chose to utilise Snapchat as the platform of choice and worked closely with the team at TAFE Queensland to develop a Snapchat lens that empowered the possibilities of augmented reality, excited and engaged a young audience while still generating brand recall.

The Snapchat lens has the ability to turn the average selfie into a whole new world of possibilities, overlaying effects and animation to the user’s face and surroundings. We built the execution around the concept of the user becoming a fortune teller, looking back through the phone screen at its user and ready to predict its future… career!

The final part of the strategy was to reinforce the brand and drive direct response. We did this by retargeting anyone in the Snapchat feed who had engaged with the lens using a variety of vertical, 10 second industry videos. The outcome was a 12.2% swipe up (click through) rate, far exceeding benchmark.

Key Outcomes

  • Exceeded all Snapchat benchmarks
  • Created low cost, high volume reach
  • Engaged with 73% of core target audience
  • Re-engaged with audiences to drive direct response

Testimonial

“Rapid Media continues to show so much flexibility, innovation and a deep understanding for who we are and what our brand is. I could not be prouder of the work they continuously deliver and the role I get to play amongst it all.”

 

Kate Creevey, Senior Digital Campaign Officer

Services Provided by Rapid

Passage Foods Logo

Passage Foods

Rapid Media and Passage Foods formed a partnership in 2021 after a competitive pitch in late 2020, with services including creative development and media planning and buying. The initial scope was to develop and implement the launch of a new TV campaign for the Passage Foods – Passage To India product range. The campaign was deployed in key metropolitan and regional Australian markets in May and aimed to increase consumer awareness and drive sales for the Passage To India range in supermarkets.​

Key Outcomes

Value share for Passage to India for the campaign period was the highest in history. Sales increased nationally as a direct result of the television campaign. Feature product sales from the warehouse tripled during the campaign period. Key competitive share during the same period reduced significantly.

Services Provided by Rapid