The internet has democratised influence and by connecting brands with individuals, events or content that is influential we can change the behaviour of the communities that follow them. The collaborations between these parties and the subsequent ideas we create generate brand influence through editorial coverage not paid media.
The notion of engineering influence to effect brand perception, loyalty and purchase is not new or invented it is tangible, proven and in wide use in markets like the US and the UK. In emerging high growth markets like Brazil, India and China that have leaped frogged many traditional media channels and jumped headlong into digital an mobile ones, Influence is emerging as the dominant marketing approach.
Influence only works though when content or ideas that are relevant, authentic to the influencers values and ideals and sit comfortably with the brand are distributed in the right environment to the right community. Content for contents sake will be a recipe for failure, content that is created as a collaboration will change behaviour and that is what we call engineering influence.
New Zealand is renowned globally for its adventure tourism options. As a country we also have world-class dining, shopping and accommodation options – but most tourist literature points travellers to Victoria Park Market or a bungee jump.
Edition One sets out to change that. It is a 160 page, definitive guide to New Zealand that showcases the best the country has to offer, and purposely excludes the traditional clichéd content.
Edition One is gifted to inbound Business and Premium Economy passengers travelling on Air New Zealand, select Koru lounges and through statement venues including The Standard Hotel (LA and NY), Colette and Dover Street Markets.
The effect of the 9000 earthquakes that had rocked Christchurch in the nine months since the first one hit had been well publicised. Across the country, corporates have been vocal and highly public in their support for those affected.
The BNZ wanted to take a different approach. Rather than spend money talking about the level of support they were giving they wanted to do something to galvanise the people of Christchurch and recognise what they had been (and are still) going through – a salute to their resilience.
The idea was to enroll Scribe to re-write, re-record and re-release his record breaking single Not Many, still New Zealand’s biggest selling single ever for Christchurch.
Lily Allen had a unique style and voice - the challenge was to find a way to launch her onto the international scene with her first album.
A unique look and style was created to match her music and market, giving Lily a clear positioning within the market.
Myspace was used as the launch medium (Lily was the first artist to launch via social online networks) and we approached fans with a personal connection, allowing them to speak with Lily, and spread the word through their own genuine affiliation.
19 million albums downloads were achieved.
Post Creative is based in Auckland, New Zealand but works with a range of global brands and business. If you're interested in working with us find us on the numbers below or send us an email
+64 21 358 534
+64 21 760 980
PO BOX 2041
5 Princes Street, Auckland CBD
POST-INFLUENCE GROUP is a carefully constructed community comprising five inter-related business units.