BWMD’s Haystac Launches New Customer Engagement Model For Brands During COVID-19

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.

Haystac has announced the launch of Haystac Connect, a bespoke customer engagement proposition designed to help brands respond to the disrupted media landscape and changing customer behaviours.

The new integrated model is a digital-first solution to actively create deeper consumer connections via purposeful content and meaningful brand conversations. The model will be rolled out across Haystac’s core Sydney, Brisbane and Melbourne markets.

Key features of the new offering include:

  • The Content Suite: a team of expert storytellers, content creators, digital producers and strategists to help brands become their own news and entertainment channels via engaging editorial and branded content.
  • Haystac Live: video conferencing optimisation, immersive digital event experiences, plus high quality, lower cost live streaming products enabling brands to connect directly with their audiences in this new virtual reality.
  • Performance PR: Haystac’s proprietary PR approach, developed in collaboration with our DAN network partner iProspect, combines the dual benefits of digital PR and search optimisation to ensure branded content is seen and editorial outcomes are amplified.

Kate Ward, general manager Brisbane said that COVID-19 has drastically changed the way we live, work and play which she believes presents significant opportunities for brands.

“We know that while people are physically distancing, they’re actively looking to connect, interact and engage with others, only in new digitally-led ways.

“This change in customer behaviour presents a real opportunity for brands to play the connector role – connecting people with each other and with meaningful branded content which is what Haystac Connect will help them achieve.”

The new product offering integrates Haystac’s existing capabilities in branded content, digital experience and performance-led PR with much-needed scalability and flexibility for brands in an uncertain financial environment.

While the new offering has been developed in direct response to COVID-19 and changing customer behaviours, Haystac MD Simone Pipkorn said she believes the agency’s newest innovation will be critical for the post-virus landscape.

“Digital adoption has increased exponentially as a result of COVID-19, as we have been forced to work, educate and live using digital platforms. When restrictions ease this emphasis on digital connection will remain and brands will need to maximise their capability and performance in this space.

“Our content philosophy of intentional shareability has helped our clients tap into the rise in digital escapism, create deeper levels of engagement on branded content and achieve higher domain rankings via an SEO led approach to PR.

“We’re pleased to be able to package up this skillset to support brands in adapting to the current environment while also helping them plan for the future.”

Completely tailored to a client’s needs, brands can access this new product by visiting and getting in touch with any of the state representatives across Brisbane, Sydney and Melbourne.


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