The Misfits were engaged by Newscorp to create a repositioning campaign that increased both awareness and advocacy by educating consumers aware around how to pronounce the brand properly.
We created a narrative of pronunciation comparisons with words that are challenging to the English vocabulary, but still well worth saying….much like theirs, whimn.com.au (pronounced “wim-in” in case you’re wondering!). We developed the campaign to create valuable user generated content through a competition mechanic that drove traffic to whimn.com.au. The audience was a mix of consumer and trade and we carried the relevant messaging to both these segments as part of a final video series produced.
With over 300 engaged entrants, 6 winners cross Australia and more than 28k impressions plus an increase in NPS and brand recognition, familiarisation and pronunciation among readers, this campaign was seen as a great success by our valuable clients at Newscorp.