Smart brands don't go dark
When the people couldn’t visit the little penguins at Phillip Island, Phillip Island took the penguins into lounge rooms across the globe - 25 million times.
Madeline Blaer, Monash University uncovered a number of insights from this virtual initiative that included; watching the penguins became a ritual for people, helped people cope during lockdown, built communities, audiences built relationships with Rangers wanting to visit to meet them, conservation messages connected and the audience took action, and the initiative positively influenced future visitation from intrastate, interstate and overseas.
Phillip Island Penguin Parade did not go dark. They built stronger relationships with existing visitors, amplified their voice globally when competitor brands fell silent, and built their brand awareness and knowledge.
Phillip Island Nature Park grew their share of voice in a mostly silent market, as a result the little penguins and Phillip Island have entered the consideration set of a higher proportion of consumers.
Congratulations Phillip Island Nature Park on an exceptional industry leading marketing initiative.
If you need a hand developing with your marketing or brand strategy, or next marketing campaign, give Alison McDowell a call to discuss how Roadmap Strategy help you get the rubber hitting the road and your business achieving their marketing and business goals.