Anika Nafis

🧊 Milk meets Minecraft: Mining Success or a Creeper of Challenges? 🧊 Collaborations like this are a marketer’s dream – blending a heritage Aussie milk brand (Norco Co-operative Limited) with one of the most beloved games in the world, Minecraft. But what makes these crossovers work, and what risks should brands watch out for? 🍓 The Merits: ✅ Cultural relevance: Minecraft's massive fanbase gives Norco a direct line to kids and teens. ✅ Parent appeal: No added sugar, lactose-free and calcium features keep parents on board. ✅ Fun design: The unmistakeable pixelated visuals and colours on pack ensure strong shelf impact 💣  Potential Pitfalls: ⚠️ Superficial tie-ins: Without deeper integration (e.g., in-game events), it might feel like a fleeting novelty. ⚠️ Audience mismatch: Does Minecraft's audience fully align with Norco's core consumers? This collaboration has the ingredients for success, but how Norco continues to milk this opportunity will determine its longevity. Beyond the packaging and flavours, can this partnership build loyalty for the Norco brand? A creative win or a creeper that might explode on impact? 👇

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Last month Kantar released their annual Better Futures report for 2024, highlighting New Zealanders’ response to purchasing, brands and marketing across Aotearoa, New Zealand. This revealed a number of key insights on the future for businesses, around building trust amongst their clients, communities and stakeholders, with the goal of future proofing their business. So what stood out for us? We heard from Kantar that only approx 5% of only branded communications have a message about sustainability, the environment or climate change. This got us thinking. Businesses across Aotearoa, New Zealand have an opportunity to go beyond greenwashing and have an active voice to speak up on issues relating to the environment and society. When they get it right it makes a difference to brand equity by increasing consumer connection: ➕ 6% on meaningful ➕ 12 on difference How might businesses have an active, authentic voice on these issues that matter to people and the planet? What’s holding us back? Full report here: https://lnkd.in/gx_F8N4i

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What a privilege to be featured in this month's industry profile in AdNews Australia. As a Founder, these thought pieces are a good opportunity to pause and reflect on what you have achieved, what keeps you going and a reminder to relax and have some fun along the way! Hope you find a bit of inspiration in here 🤗 #entrepreneur #femalefounder #womeninresearch #womeninbusiness #startup #marketresearch #data

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I recently had a really enjoyable chat with Alice Johnson on the Conversations in Sustainability podcast. Drawing on the findings of the 2024 Ipsos Climate Change Report, we discussed: 👍🏼👎🏼 The demographics of support and opposition for Australia’s energy transition (they may not be what you expect) 💸 Impacts of cost of living of support and ambition for the transition ⚡️Perceptions of likely impacts and outcomes ⚙️ The importance of explaining how the transition will unfold 📣 The prevalence and believability of mis- and disinformation, and the implications for communicators. Heaps of great insights in there to inform communicators in government, industry and NGOs. Have a listen! Spotify: https://lnkd.in/gsxbYP6i Apple: https://lnkd.in/gqG3aJ96 And get in touch if you’d like to know more about the 2024 Ipsos Climate Change Report. https://lnkd.in/gA3psCNM Ipsos Australia greenHorizon Ipsos #climatechange #energytransition

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Are you an influencer who creates content for restaurants in Australia? Or are you a restaurant owner/ agency who helps bring influencers and hospitality venues together? What has your experience been like? We'd love to hear from you! Drop us a message or email us at [email protected] #influencer #marketing #foodreviews

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Benefits of paid ads for Canberra businesses: ➡️ traffic ➡️ specific targeting ➡️ brand awareness ➡️ conversion tracking ➡️ competitive advantage ➡️ adjustable ➡️ global potential ➡️ full-control for advertisers ➡️ data transparency ➡️ cutting-edge technology ➡️ Better ROI ➡️ and sooo much more. Read our blog to learn more.

Yesterday I came across this article on Mumbrella, which was showcasing some of the findings from The Good Study 2024 by the Leo Burnett team. While I love the research (such an interesting piece - check it out), one sentence kinda hit me like a thorn in the side (I know I've mixed that saying...) "And while 50% of Aussies would boycott a brand as aforementioned, only 39% believe brands should take a stance on social and political issues" 39%, while it's not majority, is still a strong result and one brands should really take note of, especially around a topic as important as a brands position on social and political issues. It looks like 39% was across all age segments, but when you read on, you see that it actually increases to 42% for Gen Z, which I am not at all surprised about. I would have pictured this result to be higher…. Now, Gen Z are one of the most powerful activism generations of our time, driven heavily by access to social media. Just look at what's happening in universities worldwide, or how they have used social media to promote the boycotts of certain brands who have then suffered significant financial impacts off the back of it. And it's not just the brands who have been directly linked to the world events, but ones who have remained silent. They are now being impacted for not having a position. Cancel culture is not just for personalities but for brands as well. So, while 42% of Gen Z’s might be seen by some as small result, it's an incredibly powerful 42% which needs to be monitored closely by all brands. It's super important to understand your consumers and their views, from a values perspective, of your brand. Consumers, in particular Gen Z are demanding more from their brands, and it’s really important that brands stay on top of this. Do you know what values are important to your consumers? Do you care? Interested to know!

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With pressures felt from multiple angles, consumers have been pivoting around emerging challenges to get by. However, the past six months have seen a degree of shifting, as cautious consumers are becoming more intentional in their spending.  The ANZ consumer mid-year review: guide for 2025 delves into the changes, ongoing disruptions what to anticipate in the months ahead. https://lnkd.in/gF2GT4Rb #ConsumerTrends #ConsumerBehavior #EconomicTrends #ANZ #ANZConsumerInsights

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Dettol, Cadbury, and Bunnings are among Australia's most trusted brands. Trust is crucial in our lives, but it's been tested by rising costs, online shopping, and AI algorithms. Despite these challenges, an annual survey has identified these as some of Australia's most trusted brands. Top 15 List: 1. Dettol 2. Band-Aid 3. Cadbury 4. Bunnings 5. Dulux 6. Cancer Council (sunscreen) 7. Bridgestone 8. Panadol 9. Toyota 10. Bega 11. Weber 12. Royal Flying Doctor Service 13. Dairy Farmers 14. Glen 20 15. Selleys Another key point is that the survey respondents nominated these brands unprompted, without any lists of suggested candidates in each category. This provides a clear reflection of market sentiment at the time of polling. https://lnkd.in/gec3UCpb

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Delivering advertising effectiveness is a process of rules, formulas and theories, as well as some simple truths, writes BMF Australia’s Hannah McHard. https://lnkd.in/guCmfucV #thegrowthagenda The Australian

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📊 Are you leaving data analysis as an afterthought in your promotional campaigns? In today's fast-paced market, data is your most reliable guide. Results from our FY24 Promo Pulse Consumer Promotions Study highlight the importance of data as part of your pre-promotion planning. From benchmarking, and historical performance analysis to predictive analytics, there are many ways to get the most out of your data to maximise impact. How are you integrating data into your promotional strategies? #ConsumerPromotions #DataDrivenMarketing #MarketingStrategy #PromoPulse

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Leverage our Key Opinion Leader (KOL) network to connect with Chinese consumers in both Australia & China mainland and drive your brand's success. Our influential partners can help: - Tap into niche markets - Provide valuable feedback on your brand as a focus group - Navigate cultural nuances - Create authentic, localised content - Boost product credibility Let our KOLs be the bridge between your brand and millions of potential Chinese customers. #Chinesemarketing #KOL #influencers

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Terrific session in Sydney today, launching the Kantar Blueprint for Brand Growth- empirical, actionable framework to holistically approach brand growth. If you missed it, or you wish to discuss reach out!

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🚀 What defines a market leader? Our Director of Strategy, Charity Ndisengei , shares her thoughts on what sets brand leaders apart from their competition. Have a look and let us know what you think! #BrandLeadership #MarketLeader

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During the week a colleague of mine, Ari Petropoulos , reached out and asked what work The Growth Distillery had done on the new hybrid retail space playing out in Australia… It reminded me of one of our first major pieces of work, Retail Therapy, completed in mid 2022 and covering insights and projections on the Australian retail landscape (both physical and online), it's incredible to see how much of this has played out and still incredibly relevant today! 🛍️ Back then, we explored the transformative "bricks and clicks" model, blending physical and digital sales channels to create seamless consumer experiences. We also looked at… 🔍 Key motivations driving consumer behavior included: 1. Seeking pleasure and inspiration 2. Pursuing growth and empowerment 💪 We emphasized the importance of: - Navigating non-linear purchase journeys - Designing cohesive in-store and online experiences - Leveraging trusted content publishers to influence and educate consumers Our findings highlighted how personalized content and authenticity were crucial for building trust and driving sales. These insights continue to fuel growth and innovation in the retail sector today. 📈 Sabrina Chan Stephanie Forsyth #TBT #RetailTherapy #ConsumerInsights #MarketingStrategy #DigitalTransformation #GrowthDistillery Read more:

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The 2024 Kantar Better Futures survey, developed in collaboration with Sustainable Business Council NZ and WBCSD – World Business Council for Sustainable Development, might be an interesting read for a grass-roots look at consumer attitudes towards sustainability in business. On the plus side, the 'EcoActive' segment of New Zealand consumers - i.e. those who aspire to play their role within a more sustainable and ethical lifestyle - continues to rise, this year by 3% (now 38% of consumers), suggesting an increasing shift to the mainstream for this type of thinking. However, last year also saw the starkest impact of the cost of living upon these evolving aspirations, with purchase of premium priced sustainable & ethical offers experiencing some decline, and 2023 summer’s extreme weather appeared to have a negligible impact upon sustainability views and perceptions. 2/3 of New Zealand consumers continue to question the consistency between a company’s sustainability claims and its behaviours, suggesting a need for more clarity in business communications, although fear of greenwashing is holding some businesses back. The survey gives some good guidance around how businesses can respond to the evolving aspirations and needs of today's consumers. In summary: - Target as if the EcoActive is your mainstream consumer because, if they’re not now, they will soon be. - The need to balance values with value remains a central challenge for both businesses and consumers – seek to do what is possible within costs and support consumers to do the same. - Remind yourself and your business every day that doing the right thing is also an opportunity to grow. https://lnkd.in/gt22Zc32 #SustainabilityReport #Survey #Kantar #KantarBetterFutures #KantarBetterFutures2024 #2024 #Sustainability #SustainableBusinessCouncil #WBCSD #EcoActive #ConsumerResearch

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'Phantom brands' by supermarket giants are pushing Australian produce off shelves, and why 'Australian Made' still matters. The slashing of pea-growing contracts highlights the potential impact of phantom brands on Australian producers. Leading retail researcher Dr Louise Grimmer explains the issue in this article. Some points that stood out to me... "Supermarkets have really started to develop a separate range of their own products, but not clearly showing that they're actually owned by Coles or Woolworths," Dr Grimmer said. "They're creating a brand, that's not really a brand, so we call it a phantom brand." "They're not a real brand. They haven't been made locally. They haven't been supplied, manufactured or sourced locally, and so this is a big risk for suppliers." Dr Grimmer said there was nothing wrong with consumers knowingly choosing cheaper food options, but warned that phantom brands risked pushing local products off the shelves. Shoppers know, understand, and value the concept of 'Australian Made' and those two little words have to power to arrest the rise of phantom brands and support local producers. Keep saying them every chance you get. National Young Farmers Coalition National Farmers'​ Federation Queensland Farmers'​ Federation Victorian Farmers Federation Richard Holyman Dr Jason Pallant Professor Gary Mortimer Dr Jessica Pallant Professor Jana Bowden Rhiannon B. Brendan McKeegan Skye Raward #australianmade #localproducers #provenence #supermarkets #agriculture #agribusiness #supplychains #farmers #phantombrands #ownbrands #farming #australianproduce #peas

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🏆 What makes this one of the strongest performing ads we've ever tested? 🇳🇿 Not just in its native market of New Zealand, but globally? 🌐 🔨 The ad, from home improvement retailer Mitre 10 (New Zealand) Limited is not trying to do everything, instead it's understated perfection. Delivering incredibly to a handful of the all important creative success factors - ✅ Storytelling - It's a simple narrative, but you cannot help but get caught up in the story of the clueless customer's DIY project and the budding friendship with the Mitre 10 team member. ✅ Emotion - It's a story and friendship between two quite different characters that unquestionably stirs a level of emotion and empathy. Two people brought together by a common goal. ✅ Characters - The story, by focussing on a central protagonist, who is easy to warm to, ensures us as the viewers are brought onside. ✅ Brand Hero - Mitre 10 is the facilitator of everything positive mentioned above - the brand isn't being rammed down our throats, but unquestionably is the hero of the story that allows the friendship (and deck) to build. ✅ Music - And of course, with a soundtrack ('You & Me' by The Wannadies) and lyrics that perfectly match the tone and theme, it's all wrapped up in a highly emotionally appealing package. It's one of my all time favourites, and by performing in the top few % of our database, it's always nice when the broader population agrees. 😀 If you're keen to learn more about this absolute star performer, take a read - https://lnkd.in/e7wyt2gs

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