Building the Road to Glory:
The Australian Pararoos
To build awareness of the inaugural three-year partnership between Zest Care and Australia’s Paralympic Football Team, the Pararoos. We were to do so in a way which raised the profile of both parties and increased support for the team.
There was minimal marketing collateral already in place, giving us a lot of scope for creativity. The Pararoos had also just been through tough funding cuts and were working hard to qualify for the World Championships in Argentina.
headmark’s approach was to create a strong synergy between the values which both Zest Care and the Pararoos represent. Zest Care help families overcome challenges and achieve their goals, while the Pararoo players are inspiring in the dedication they show to overcoming their disability and playing sport at an elite level.
We emphasised this connection through creating strong messages around both organisations achieving goals, which we repeated through a 360 degree marketing plan that incorporated social media, extensive video, blogs, press releases, coordinated branding, special event days to meet the team and innovative ideas such as giving the players a GoPro personal camera to record ‘a day in the life of a Pararoo’.
We wanted the Zest Care community, as well as a wider audience, to resonate with these inspirational team players and invest emotionally in their story.
We also leveraged the relationship with the Football Federation Australia (FFA) successfully, building strong contacts there and ensuring that each of our campaign messages reached their wider audience.
Our social media campaigns resulted in an 88.5% increase in the number of followers on the Zest Care page. Individually boosted blogs across social media reached a large audience across Facebook, while organic social media also performed well. A particular standout of the videos we produced was the ‘Journey to the World Cup’, which reached an audience of 85,646 with 22,957 video views, 736 reactions and over 100 shares. Of this reach, 70% was organic.
We also produced a series of ‘60 Seconds With’ videos with the team members to raise awareness of individual players.
The result has been a huge uptick in awareness and support for the team; clearly reflected in the social media response, messages of support and increased traffic to the Zest Care website.