Our work
Origin Energy launches EV Power Up
Challenge:
Research and modelling by Origin’s Future Energy team predicted 3 million EVs would be in circulation by 2030. But Origin needed a way to identify and target potential EV owners for the launch of their EV Power Up product.
Solution:
Result:
Call centre confirms 87% of customers identified by the Populares model are EV drivers. EV Power Up successfully hits 123% of its acquisition target, 5 days ahead of time.
Research and modelling by Origin’s Future Energy team predicted 3 million EVs would be in circulation by 2030. But Origin needed a way to identify and target potential EV owners for the launch of their EV Power Up product.
Solution:
- Built a model to find EV owners in the customer database
- Provided detailed attitudinal, demographic and media insights on EV drivers
- Created product CVP tailored to customer insights
Result:
Call centre confirms 87% of customers identified by the Populares model are EV drivers. EV Power Up successfully hits 123% of its acquisition target, 5 days ahead of time.
Targeted research and messaging mean wins for Teals
Challenge:
Populares' principal engineered the upset victories of Zali Steggall in Warringah and Kerryn Phelps in Wentworth, by building true communities of connected values.
Solution:
Populares ran the campaigns for successful Teal candidates, with targeted research, values-based messaging and segmentation.
Result:
The campaigns made headlines for disrupting decades of established incumbency by proving that no community should ever be taken for granted. Up to 40% of voters switch their lifelong party loyalty to independent candidates who launched their campaign only months earlier.
https://www.smh.com.au/federal-election-2019/a-lesson-for-all-sides-from-campaign-zali-keep-it-clear-and-simple-20190522-p51pyb.html
Populares' principal engineered the upset victories of Zali Steggall in Warringah and Kerryn Phelps in Wentworth, by building true communities of connected values.
Solution:
Populares ran the campaigns for successful Teal candidates, with targeted research, values-based messaging and segmentation.
Result:
The campaigns made headlines for disrupting decades of established incumbency by proving that no community should ever be taken for granted. Up to 40% of voters switch their lifelong party loyalty to independent candidates who launched their campaign only months earlier.
https://www.smh.com.au/federal-election-2019/a-lesson-for-all-sides-from-campaign-zali-keep-it-clear-and-simple-20190522-p51pyb.html
Climate Action Network Australia reframe climate change & renewable energy
Challenge:
We worked with the Climate Action Network Australia to reframe climate change and renewable energy ahead of the 2022 election.
Solution:
Through a large-scale persuasion advertising campaign. Our real-time message testing and in-house sentiment analysis enabled us to boost the most effective persuasive messages to scale, segmenting and targeting audiences by their attitudes to climate action.
Result:
In an election framed as the ‘climate election’, Populares methodologies find positive persuasion effect of climate messages even in the most intransigent audiences
We worked with the Climate Action Network Australia to reframe climate change and renewable energy ahead of the 2022 election.
Solution:
Through a large-scale persuasion advertising campaign. Our real-time message testing and in-house sentiment analysis enabled us to boost the most effective persuasive messages to scale, segmenting and targeting audiences by their attitudes to climate action.
- Created a sub brand, with full branding and a 4 month content calendar for roll-out
- Our digital advertising campaign was viewed an average of 13.73 by each target voter
- Ads served to a total of 11.95 million times, reaching 870,000 people in targeted electorates
Result:
In an election framed as the ‘climate election’, Populares methodologies find positive persuasion effect of climate messages even in the most intransigent audiences
Populares win an important change for renewables in Australia
Challenge:
Just 3 months out from the 2023 Federal Budget, Populares was engaged by Andrew Forrest’s Fortescue Future Industries to ensure Australia wasn’t left behind in the race to renewables, after the US Inflation Reduction Act made investment offshore attractive.
Solution:
Result:
This work led to a $2 billion budget commitment to green hydrogen investment
Just 3 months out from the 2023 Federal Budget, Populares was engaged by Andrew Forrest’s Fortescue Future Industries to ensure Australia wasn’t left behind in the race to renewables, after the US Inflation Reduction Act made investment offshore attractive.
Solution:
- We built a coalition of Deloitte, FFI and the Clean Energy Council to speak on behalf of the issue
- Targeted media placements and messaging adopted across the AFR, SMH/Age, ABC and more
- Engaged federal government ministers to ensure the message was heard
Result:
This work led to a $2 billion budget commitment to green hydrogen investment
Beyond Zero Emissions finds the winning message
Challenge:
Beyond Zero Emissions was looking for the best way to name and frame their renewable energy zone policy.
Solution:
Populares ran an extensive PopScoredigital persuasion score program and successfully A/B tested a range of variables, including message, creative, and target electorate. In addition to forming impactful content, the research was incorporated into lobbying efforts for the policy.
Result:
The client was able to:
Beyond Zero Emissions was looking for the best way to name and frame their renewable energy zone policy.
Solution:
Populares ran an extensive PopScoredigital persuasion score program and successfully A/B tested a range of variables, including message, creative, and target electorate. In addition to forming impactful content, the research was incorporated into lobbying efforts for the policy.
Result:
The client was able to:
- Brand their campaign effectively, tailoring their message by target audience.
- Use the right imagery in assets
- Lobby with insights by electorate
- Move forward with confidence that their resources are being spent for maximum impact
Segmentation - The Next Evolution
Challenge:
The Nature Conservation Council needed to grow their base of supporters and donors, but the cost per acquisition on social media was too high to justify the investment.
Solution:
Populares’ audience targeting tools and optimisation program was able to bring their CPA to where it needed to be through:
Result:
An 182% growth in their number of members and a CPA of only $1.60 per new supporter
The Nature Conservation Council needed to grow their base of supporters and donors, but the cost per acquisition on social media was too high to justify the investment.
Solution:
Populares’ audience targeting tools and optimisation program was able to bring their CPA to where it needed to be through:
- Audience analysis for likely donors and supporters to this cause and their values alignment
- Message and creative, and targeting criteria, aligned to audience insights
- Creative optimised over 3 rounds to tweak variables and drive down cost per acquisition
Result:
An 182% growth in their number of members and a CPA of only $1.60 per new supporter
#ViralKindess
As the coronavirus pandemic gripped Australia, the #ViralKindness campaign allowed people to connect with others in their community, and then support neighbours in need or isolation by essential tasks like shopping for food, picking up medicine, a regular check-in call. Thousands of Australians formed hundreds of community groups to spread kindness.
https://viralkindness.org.au/
https://viralkindness.org.au/
Maurice Blackburn
Australia's number one plaintiff law firm turned to Populares for advice on how to innovate and engage their audiences as market leaders. Working with their 'We Fight For Fair' brand, Populares helped Maurice Blackburn become known as the go-to social justice firm who sticks up for the little guy. This decade is a precarious one for law firms as an industry prone to disruption by non-traditional actors, and Maurice Blackburn has helped future-proof their business model.
https://www.afr.com/technology/lawyers-turn-to-ai-to-make-judgments-on-workplace-claims-20200722-p55eg9
https://www.afr.com/technology/lawyers-turn-to-ai-to-make-judgments-on-workplace-claims-20200722-p55eg9
ACLU Action
Mark led the work with the American Civil Liberties Union (ACLU) to re-design their approach to digital engagement and their platform, ACLU Action. Following the election of Donald Trump, the renewed action platform enabled the ACLU to grow their membership from 400,000 to 1.8 million and lift annual online fundraising from $4 million to $120 million.
https://www.huffingtonpost.com.au/entry/aclu-membership-skyrockets-trump_n_5b3db75de4b07b827cbd69b8
https://www.huffingtonpost.com.au/entry/aclu-membership-skyrockets-trump_n_5b3db75de4b07b827cbd69b8
GapKids "Be the Future"
We helped connect Gap to teen climate activists for their Fall 2020 campaign "Be the Future", a campaign honouring young leaders as inspiration in uncertain times by showcasing a diverse range of young leaders from across the US. The campaign featured a global virtual climate rally, and strategic partnerships centered on voting, with Gap teaming with nonpartisan organisations like When We All Vote and Rock the Vote.
https://news.yahoo.com/gap-puts-focus-youth-activists-171255719.html
https://news.yahoo.com/gap-puts-focus-youth-activists-171255719.html