Biz Cover
2020 Finalist

Biz Cover

News Corp Australia

Surry Hills, Australia

Category Native Advertising

Media associated with this campaign

Overview of this campaign

Small businesses make up the fabric of regional communities and as such, our regions depend heavily on the success of these businesses. Overall NRM reaches 1.4 million small business owners and decision makers, many of which are local clients. BizCover, who are an online broker for a range of business insurance products to small business owners, had had success in metro markets, and while they operate in regional markets, their objective was to increase brand awareness amongst their target market, and to ensure their brand was on the consideration list of potential customers.NRM worked with client, digital ad agency TUG, and known business personality Naomi Simson, to launch the Business Class campaign. The integrated marketing campaign included a cross-platform native and editorial content series, and a competition.Business Class was designed to talk about real issues facing small businesses and was dedicated to educate this audience on topical issues, inspirational and local success stories, and to provide general business advice. Naomi was chosen as the guest columnist and advisor to ensure the content series would get cut-through and maximise the impact for BizCover, while at the same time ensuring the messaging was authentic and independent.The competition was launched first, with the winner receiving a one-on-one small business strategy session with Naomi. The objective here was to garner a heightened awareness from the beginning, leveraging Naomi’s talent, network and reputation.We then worked with Naomi and our editorial team to create a weekly native content series across our print and digital platforms, and amplified across social media, Biz Cover assets and Naomi’s network.Articles appeared in print every Tuesday, and a dedicated digital hub was created to house this content, as well as other editorially-written content relevant to small business owners.The campaign ran over 8 weeks in our top-indexing markets for small business owners and decision-makers, which included our Sunshine Coast Daily, Toowoomba Chronicle, Bundaberg News Mail, The Queensland Times, and the Lismore Northern Star publications.

 


Results for this campaign

Campaign results included:

  • Print reach: 303,000 readers

  • Online content delivered: 30,012 page views

  • Digital display delivered: 2.28M impressions

  • Social reach: 209,699 users

  • Winner of the Best Execution Of Digital Advertising For A Client - Regional category at the 2019 News Media Awards

 

BizCover results included:

  • 62% increase in awareness for the brand

  • 40% increase in positive brand affinity

  • 27% increase in consideration

  • 38% of people took action as a result of the campaign


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory

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