“Engaging a brand ambassador for James Squire has proved invaluable.

We
have received countless enthusiastic responses to the recipes, illustrating their
mass appeal. The strategy has helped us take a huge step towards educating
more people about the exciting possibilities of matching beer with food.”
Tony Jones
Chief Brewer, James Squire

Elastoplast’s debut in social media connects

Aussie Athletes and Weekend Warriors
Official sponsor of the Commonwealth Games, Elastoplast engages fans and heroes
to share support for the Australian team.

Challenge Strategy Results

Competing with the likes of Qantas and Foxtel,
Elastoplast, on a limited budget and six month campaign
period, was in need of a unique way to connect with the
Australian public in order to promote their sponsorship
as official supplier of tapes and bandages to the
Australian Commonwealth Games Team for the 2010
Games in Delhi.
Ultimately, Elastoplast were looking to engage
the primary audience of mums aged 25-40 years old
with a secondary audience of families – children,
husbands and partners to drive them back to the
company website.
With limited budget and a six month long campaign At the close of the campaign, Elastoplast had a total
period, social media was used as the fulcrum, specifically, of 1541 fans and followers in a very close knit, engaged
Facebook and Twitter to drive engagement and share audience. A total of 387posts, 12 podcasts and 26
Branded Content created by Daemon TWO, including: support messages including Libby Tricket and Quade
Cooper, 12 videos all helped to contribute to a huge
• A series of 12 podcasts from Melinda Gainsford Taylor,
potential reach of 165,980.
Brad Fittler, Kimmy Smith and Dan Fasch – sportspeople,
professional physios and weekend warriors. The primary target audience made up 51% of all fans
with the remaining 49% making up the secondary target
• Photos from a training session with Melinda Gainsford
audiences in fairly equal measures. Impressively,
Taylor and Little Athletic kids.
the competition saw an opt-in rate to further
• Vox Pops with Little Athletics kids. communication from Elastoplast of 67%.
TWO also created a competition to facilitate a drive
back to Elastoplast’s website which held a wealth of
information and allowed users to opt in to receive future
communications from Elastoplast.

Daemon TWO – Case Study 1

Daemon TWO – Case Study 2