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Mumbrella360 video: When content goes AWOL – Qantas native advertising experiment

Tim Duggan, content director, Sound Alliance, takes us through AWOL – the successful content campaign for Qantas – looking at the brief, pitch, strategy, execution and results and then taking questions from the audience.
Panel:
Stephanie Tully, chief marketing officer, Qantas; Neil Ackland, CEO and founder, Sound Alliance; Gemma Matthews, manager – entertainment, Qantas.

Timeline:
  • 0:00 Introduction by Tim Duggan
  • 2:04 Stephanie Tully: Qantas wants to connect with younger fliers
  • 6:51 Neil Ackland: How we came up with strategies for our own brands as well as Qantas
  • 8:00 Mobile usage shifted our entire business to mobile-first
  • 8:30 FOMO vs FONK
  • 9:30 Over 90% of audience use Facebook every day; 77% get news from social media
  • 10:50 Experiences are sought after more than possessions with ‘travel’; ‘festival’; ‘europe’; ‘holiday’ etc the most common
  • 12:40 ‘Fish where the fish are’
  • 13:30 [AWOL video] ‘Who you are is where you’ve been’ is the AWOL tagline
  • 15:00 Gemma Matthews: Qantas’ “unique business model” with Sound Alliance
  • 16:00 Getting the design and tone right
  • 17:18 Tim Duggan: the content strategy and brand values
  • 18:00 The campaign’s four content pillars
  • 19:20 The content mix
  • 20:20 Native advertising: “quality content inspired by a brand and delivered in a steam” – examples
  • 23:50 The amplification matrix
  • 24:40 Neil: The results: what does success look like? 203% of KPI after 7 months
  • 26:00 Validating the mobile experience: hit revenue KPI soon after launch
  • 27:00 Tim: the brand scores – does branded content work?
  • 30:00 Neil: Cool Wave scale
  • 32:45 Audience questions
  • 44:15 Presentation concludes
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