Pulse Launches Culture Converted: A New Planning Model That Uses Culture To Drive Increased Sales Conversion

Pulse Launches Culture Converted: A New Planning Model That Uses Culture To Drive Increased Sales Conversion
SHARE
THIS



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.

 

Please login with linkedin to comment

Pulse

Latest News

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.