As the initial shockwaves of the COVID-19 pandemic started to die down it was clear some of the shifts in human behaviour which had been written off as fads at the beginning of lockdowns were becoming entrenched human behaviour.
Facebook, through its Future Now pulse research series, had been tracking what these shifts were and turned to Clear Hayes to help bring them to life in an engaging and easy-to-understand way for marketers.
We partnered with AdNews and created a seven-part content series featuring marketing and business leaders across a range of industries. Clear Hayes was responsible for the end-to-end production of the content, from sourcing and briefing guests to preparing the host’s script and questions, capturing the recording, editing the content and creating the written content and downloadable one-pager to accompany the series.
Episodes were released fortnightly and promoted using 15-second videos across social media as well as on AdNews’ website and newsletter.
We evolved and adapted the content looking at audience behaviours, to make it more engaging for changing consumption patterns.
Guests featured across the series included:
- The CMOs of Tourism Australia and Tourism New Zealand (Susan Coghill and Brodie Reid – the first time they had ever been interviewed together)
- MediaMonks founder Wesley Ter Haar
- Paul Zahra, Australian Retailers’ Association CEO
- Renowned marketing academic Professor Byron Sharp
- Creative leader Damon Stapleton
- IAB Australia CEO Gai Le Roy
The content performed phenomenally well, with the seven episodes amassing more than 12,000 views and an average view time in excess of 15 minutes.
Written content also performed strongly with 32,000+ page views on the AdNews site and content hub.
