Culture Converted, a bespoke planning product that uses culture as a catalyst for conversion to deliver growth for clients has been launched by Pulse, one of Australia’s leading brand marketing agencies and part of opr.
“New cultural behaviors and norms are now forming every second, and the exponential growth of platforms like TikTok and Instagram are opening up huge sales potential,” said Jacqui Abbott (pictured), Managing Director, Pulse.
Culture Converted uses data and insights from the outset of campaign planning to build a cultural mapping strategy that underpins paid, earned and owned. it encompasses data specialists and paid support, delivering full funnel campaigns from awareness right through to conversion.
“Culturally-curated content can be used as a lever for sales conversion and we’re excited to be able to expand the way we plan and implement campaigns to drive true business impact in a constrained economy.,” said Abbott. “We’ve seen how Covid-19 has fundamentally changed popular culture and online behaviours, and with that, witnessed a complete shift in need for the brands we represent.”
“Brands need to be plugged into what’s making, breaking and shaping culture to remain relevant and covert the changing consumer. The impact of Covid-19 has seen us put increased weighting on real time cultural creative development, supported by laser-focused targeting strategies to maximise the performance of campaigns and reach the consumers that matter most,” she continued.
“While data is crucial at all stages of the customer journey, building a cultural narrative still relies heavily on storytelling. As audiences evolve in the wake of COVID-19, stories that educate, inspire and create affinity have never been more important,” Abbott concluded.
“Culture Converted helps brands uncover new ways to build cultural relevance for their products and services and translate cultural insights into creative campaigns that drive awareness and sales,” said Dan Young, opr’s Chief Digital Officer.
“More than ever, marketers need to deliver on the metrics that matter and Culture Converted closes the gap between awareness and conversion by tightly integrating brand engagement with performance marketing.
“Culture Converted is about engagement and activation at all stages of the customer journey – reaching a large number of people, and then engineering the right response to this exposure with investment to make campaigns go further,” Young added.
Culture Converted complements Pulse’s existing proprietary segmentation model, the Minorstream, which involves targeting campaigns around sub-cultures of the population to reach the many. It also works hand-in-hand with opr’s proprietary measurement framework, Impact4, focusing on business outcomes over campaign outputs.
