Overview
Privacy Act Content series: Data Protection – a 360 degree point of view
Ahead of New Zealand updating the Privacy Act – released in 2020 – Kordia requested the help of Aamplify to help build awareness in the marketplace of what NZ businesses need to know to keep their own data and that of their customers safe in this increasingly digital world and the changes and implications on business once the privacy act was updated.
Goals
Primary objective: To generate 250 marketing qualified leads over the initial 3-month campaign kick off period. This support campaign supported the longer term (3 year) goal of 1000 digital customers with multiple digital relationships.
Secondary objective: Reinforce brand awareness of Kordia as a digital enabler for NZ business.
Specific achievements desired
To develop a targeted campaign that will position Kordia subject matter experts as best-in-class making Kordia top of mind when CIOs' are looking for a partner to help them with their digital journey.
Campaign Investment Total $60,000
Aamplify $35,000
Aamplify managed ad spend (LinkedIn) $15,000
PureSEO ad spend $5,000
Media placements via PeadPR / NZME $5,000
Response to Brief
I proposed to kordia that we develop an integrated, multi-channel 12-week Awareness + Lead Gen campaign
Telling data privacy Un-cut Stories - What can and does go wrong
Using Display, Blog and Social channel content
Getting Prepared
Via a cross channel video rollout
Watch and Learn
Content Hub housing a 6-part video series
Though the development of this video series, Kordia asked those who hold key roles within their organisations, what challenges they will face in needing to comply with new stricter legislation. From the CEO to a Chief Information Security Officer (CISO) to the Risk officer to the IT, Communications & Brand manager, we asked them what the impact of the law change means for various areas of business and give advice on what to prepare and prioritise.
Get Started
Data Privacy Checklist - A checklist with everything businesses need to know to make sure they comply with NZ’s new privacy laws.
Building a Culture of Resilience Guide - The best way for businesses to prepare for a cyber-attack is to build the right attitude to cyber security.
Campaign Plan
Campaign Content
Social and Blog Content
Text Animation + Video Snippet Social Posts
The real stories - Blogs
Watch and learn hub + video content 6-part series
Gated content, landing pages + assets
Nurture Blog content
Results
We were pleased with the results of this campaign, yielding almost 300 SQLs and 35 open deals after 12 weeks.
CPA $15.61 (average)
MROI 95.2%
When planning however we were working to a longer term goal of helping Kordia realise their (3 year) goal of 1000 digital customers with multiple digital relationships. When we began working with Kordia as their digital agency Kordia had 350 customers, after 2 years they had 500 customers and at year 3 they acquired 3 new businesses reaching the 1000 customer goal.
This campaign along with 1 other was entered into Reseller of the Year 2021 winning Kordia Group Marketing Manager Jennifer Johnson Marketer of the Year. (I got a phone call and a pat on the back)
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