NZPost
Digital Marketing Campaign
Uni submission -
I have been asked to develop a marketing campaign for a selected company, with the goal of refreshing the company's messaging and enhancing its public image while increasing its market presence. My task is to create a new narrative that will inform this campaign. I will provide copywriting examples that can be applied across a variety of digital media, platforms, and channels.
Your Package Our Mission
We beat explanation We thrive on innovation
Landing Page
This page serves as a feedback platform where the audience can share their thoughts. It will also help us track how many people have viewed the advertisement on TV. At the end of the video ad, there will be a QR code that we will use to measure the click-through rate, allowing us to determine how many viewers engaged with it.
Campaign strategy Campaign brief
The campaign will focus on advertising across online platforms, social media channels, and TV mid-roll slots. It will feature a New Zealand Post employee going to great lengths to deliver mail, including a scene of the employee skydiving from a plane to deliver a package to a doorstep. The goal is to enhance the public's respect for the NZ Post brand, creating an enjoyable viewing experience while highlighting that NZ Post employees go above and beyond to ensure deliveries are made. The main goal is to update the public's perception of postal carriers.
Campaign Budget
YouTube (Online advertisement):
Cost-Per-View (CPV) = $0.10USD to $0.30USD
Based average View: $0.15USD = $0.25NZD
Daily: $85.20USD = $142.84NZD
= $150 Daily = Views: 600
Weekly: $596.46USD = $999.99NZD
= $1,000 Weely = Views: 4,000
Campaign: $596.46USD x 4 weeks = $2,385.86USD = $4,000NZD = Views: 16,000
Facebook (Online advertisement):
Impressions (cost per 1,000): $1.01USD ($1.70NZD) to $3.00USD ($5.04NZD), Reaction: $0.01USD ($0.01NZD) to $0.25USD ($0.39NZD)
Based average: Impressions: $1.50USD = $2.52NZD, Reaction: $0.15USD = $0.25NZD
Daily: Impressions: $67.05USD = $112.55NZD / Reaction: $ 148.94USD = $25NZD
= $145 Daily = Aiming for: Impressions: 44,652 | Reaction: 100
Weekly: Impressions: $469.16USD = $787.50NZD / Reaction: $104.26USD = $175NZD
= $1000 Weekly = Aiming for: Impressions: 312,500 | Reaction: 700
Campaign: $469.16USD, $787.50NZD x 4 weeks = $1,876.64 USD = $3,150NZD
$3,150 = Impressions: 1,250,000 | Reaction: 2,800
TVNZ (TV Mid-rolls):
CPM (cost per mille): $19.52 (per 1,000)
Daily: = $195.20
Impressions: 10,000
Weekly: = $1,366.40
Impressions: 70,000
Campaign: = $5,465.60
Impressions: 280,000
YouTube Budget: 5,000 NZD Facebook Budget: $4,000 NZD TVNZ Budget: $6,500
Ad (Video) (ad will be outsourced):
Company: DDB Group New Zealand Ad budget: $100,000NZD
Campaign Budget
Budget = $125,500NZD
0.25% of $49M (from 2022 to 2023)
Copywriting
CTA
Your Package, Our Mission
Tagline
We beat explanation, we thrive on innovation
Copywriting
Nzpost
Next level delivery
Online shopping
Postal service
Newzealandpost
Fastpost
Hashtags
#nzpost
#extremeDelivery
#SkyHighService
#NewZealand
#extremePost
The metrics we will use to track the success of the campaign will be:
Online advertisements (YouTube/Facebook/Instagram and others):
On social media ads, we can track likes, views, shares, and comments. For online advertisements the main primary metric we will focus on is the number of likes. Tracking likes will help us understand if viewers enjoy the ad and appreciate its content. Personally, I rarely like posts, but when I do, it means I truly enjoyed the content. Although it might seem like a simple action, liking a post requires a deliberate effort, especially since overall population of people are right-handed which requires them to stretch to tap the like button.
Social media channels:
Similar to online advertisement section, we will also be tracking likes, views, shares, and comments, but for this channel we will be focusing more on the views side. We will be tracking the view counts and how long an individual has viewed the video, if they have watched to the end or have scroll past it. By following the view count and how long an individual has viewed the video, we can see if people are more engaged with it. This can show us if we are on the right path and how we want to be portrayed by the public.
TV mid-roll slots:
For TV mid-roll ads, it's tricky since there aren't real-world metrics to track their success. Sure, they’re on TV, but you don't know if people are actually watching or if they’ve left the room during the ad break. But there are ways to reduce the gap and get more accurate stats. Some things we can do to reduce the gap is to get feedback from people by giving them a QR code to scan at the end of the ad. This QR code directs users to a feedback page where the public can share their thoughts on how we can improve and what they expect from us. We can monitor click rates to gauge the effectiveness of the ad. Additionally, we can include a hashtag in the advertisement, if the public starts using this hashtag.
Metrics
SMART goals
Showing New Zealand that NZ post cares
S: Show New Zealand that NZ Post cares by increasing public trust.
M: Track the click rate and likes on our social media pages.
A: NZpost is already trusted in NZ, but we want to refresh our image and show that we still care.
R: Build a stronger connection with the public and keep showing we're a brand they can trust.
T: Achieve to increase in social media engagement within 4 months
Increase engagement with NZ post
S: Increase engagement with NZ Post on social media pages.
M: Measure likes and shares to see if the ad is increasing engagement from the public.
A: Enhance ad quality and increase the frequency of posts on NZ Post's social media pages to boost engagement.
R: Boost engagement to maintain relevance and stay connected with the audience.
T: Achieve to increase in social media engagement within 4 months.
Increase respect for NZ post employees
S: Increase public appreciation for mail carriers.
M: Track the click rate on the QR code leading to the feedback page in the ad.
A: Generate more interest in people working in the mail carrier industry.
R: Encourage more people to appreciate mail carriers and recognize their efforts
T: Achieve increased public trust within 4 months.
Principles
Te Tiriti of Waitangi
I will not be using any Māori words or symbols in the advertisement. Although NZ Post is a New Zealand company, I believe it is not appropriate at this time to incorporate Māori culture into the ad. The advertisement aims to represent NZ Post employees, who come from diverse cultural backgrounds. If the ad references Māori culture without proper context, it could create the misconception that the company is exploiting Māori culture to gain public trust. By not representing any specific culture, the ad will convey that it represents all cultures.
For the other aspects of the principles of Te Tiriti o Waitangi:
Kāwanatanga (Governance)
While the campaign does not use any Māori words or symbols, it will emphasize respect for all cultures, whether Māori or others. The ad will feature people who represent New Zealand’s diverse culture, showing interactions between customers and postal carriers from different backgrounds. This approach highlights NZ Post’s commitment to inclusivity and diversity.
Tino Rangatiratanga (Self-determination)
The ad will highlight NZ Post’s diverse group of employees and customers, showcasing a range of cultural backgrounds. By featuring interactions between postal workers and customers from different ethnicities and communities, the campaign will emphasize the importance of self-determination and representation. This ensures that all cultural groups feel acknowledged and valued, reinforcing NZ Post’s commitment to recognizing individuals.
Wairuatanga (Spirituality and Well-being)
The ad will highlight NZ Post’s sustainability goals, such as achieving net-zero carbon emissions and transitioning to 100% electric vehicles. This aligns with the principle of caring for the environment and the community’s well-being. Additionally, the campaign will showcase how NZ Post supports the well-being of its employees and communities, promoting mental health, work-life balance, and community engagement, while also creating a fun and supportive work environment.
Development
Video Ad
Marketing Imagery
Instagram: Mock-ups
Facebook: Mock-ups
Landing Page
Final
Mock-ups
References
About Company:
Cache://x.com/nzpost/ - Google search. (n.d.). https://x.com/nzpost/
[newzealandpost]. (n.d.). Instagram. https://www.instagram.com/newzealandpost/?hl=en
(n.d.). NZ Post Business IQ. https://www.nzpostbusinessiq.co.nz/
NZ post. (2024, November 7). Wikipedia, the free encyclopedia. Retrieved November 8, 2024, from https://en.wikipedia.org/wiki/NZ_Post
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(n.d.). YouTube. https://www.youtube.com/@nzpost/featured
Ads:
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