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Case study – Good Eggs – Creative Agency

Category: Case study

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RailOnline

Bet Trainline wish they could say that…

Rail Online came to us with a big, bold ambition; to take on Trainline and become the go-to booking destination for rail travellers in the UK.

Combining primary research, secondary research and a workshop with the Rail Online team, we developed a three-pronged strategy that:

1 – Leveraged increasing rail fares and the cost of living crisis to focus on no booking fee as our lead message (something Trainline couldn’t offer)

2 – Focussed our campaign spend on key regions with high propensity to book, lower cost of media and lower competitor share of voice (to outsmart, not outspend Trainline)

3 – Captured travellers at the point of booking to offer a cheaper and better alternative (pipping Trainline at the ticket office)

We knew this strategic approach also required a distinct look and feel, and a challenger message that was fun and provocative but grounded in an actual product truth:

NO BOOKING FEES ON ALL UK FARES

(bet Trainline wish they could say that…)

Targeting younger, value conscious rail travellers in the NW of England, we used smart digital media, key rail station activation and proven journey media to intercept travellers at the point of booking, showing them there was a better way to travel.

We monitored campaign performance across two test regions, unweighting spend into the best performing region and channels as the campaign progressed.

The campaign ran for six weeks and generated some fantastic, Trainline beating results including:

“It was a pleasure working with you all this year. I’m so glad we approached you guys and it was great to launch our first hugely successful UK campaign with The Good Eggs”

James Dunne, Rail Online CEO
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A1 Drinks

Think African - Drink African

A1 were looking to launch their new Mixer product into the highly competitive UK drinks market. 

Having already launched A1 Fruit Water in South Africa and with aspirations to launch A1 Juice products into other markets, it was clear a job needed to be done to create one, unified, distinctive A1 brand.

We started by developing a brand positioning that was rooted in the single most unique thing about A1; the fact it uses 100% African fruit. This simple and compelling truth was important because firstly it made their drinks taste amazing and secondly it meant that every drink sold directly benefitted the local African economies where the fruit was sourced. “Think African | Drink African” was the perfect positioning to start telling this story to drinkers everywhere. 

With the positioning in place, we set about creating a district and ownable brand world for A1.

Once again, this was borne out of their use of African fruit; using a simple, elegant watercolour treatment to show-off the fruit and the vibrancy of the flavour combinations. This gave us a world that could live effortlessly across Mixers, Fruit Water and Juices, for everything from owned channels, paid media, on-trade and off-trade touchpoints:

We developed a full brand guideline for use by the global A1 team and agency partners in other markets; including everything from logo, colourways and typography through to photography, tone of voice, campaign creation, social media and motion graphics.

 

The A1 Mixer brand is now live in the UK on Amazon.

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risr/

risr/ technology to enable every ambition

Fry-IT, one of the world’s leading e-assessment and lifelong learning businesses, had grown hugely during the pandemic. While the business was performing strongly, the board felt that the brand was failing to keep pace and not truly reflecting the quality of the products, services and people it was supposed to represent.

Good Eggs begun with a full immersion into the brand, its audiences and the category – understanding the strategic foundations on which the brand needed to be built. This led to the development of a new brand name and brand positioning that were rooted in the single most important role the business plays for educators – as enablers. 

We also reworked their brand architecture so that both strategically and visually they are always building equity into risr/ as the masterbrand, while still having three distinct product offerings.

Drawing from the world of technology, and specifically coding, we began creating a brand that brought the name and proposition to life. Everything from the choice of fonts, the ‘/‘ in the brand name, the use of a UX-style colour palette, it all spoke to a brand enabled through technology.

 

We developed a full brand guideline for use by the global risr/ team; including everything from logo, colourways and typography through to photography, iconography, tone of voice, campaign creation, social media and motion graphics.

The first and most important application of the brand was to revamp their website, which was swiftly followed by reimagining their event presence and sales collateral.

The brand is now live across six international markets and was launched at the recent Association for Learning Technology annual conference.

“After spending 20-plus years building a company from the ground up, inviting an outside agency in for a complete rebrand is daunting, to say the least. The Good Eggs team expertly guided us through the process and went above and beyond at every stage. Their down-to-earth and collaborative approach instantly put us at ease, and we knew we were in safe hands. Thank you Rob, Toby and James, for your passion, your creativity and for the brand you produced that will see us through the next 20 years (at least!)”.
Zahid Malik
CEO and Founder
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1% for the planet

We've joined 1% for the planet

We’re thrilled to now be a business member of 1% for the planet®. It’s fundamentally very simple: moving forward, 1% of our sales revenue will go directly towards supporting initiatives fighting climate change. 

It’s not revelatory to say that climate change is something that needs a collective response and a global response – and that no one person or group of people can crack it alone. 1% for the planet® is a great example of how if everyone committed and pushed in the same direction in a manageable way, then we could drive change that’d be both exhilarating and generationally defining.

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It’s a source of real pride to us that a lot of our clients – like the wonderful folks at Triodos Bank, Riverford Organic Farmers and Action Net Zero – so directly make such a positive impact in this realm. Equally, it’s a joy to partner brands like Bradfords Building Supplies, who offer strong leadership on this agenda through the very focussed lens of the work they do day in day out.
 
But this one’s about us – our business, and our values – which is why we’re so chuffed to have joined the movement.

TOTAL BUSINESS MEMBERS:

4,815

from 60 countries

TOTAL INDIVIDUAL MEMBERS:

1,245

from 50 countries

TOTAL APPROVED NONPROFIT PARTNERS:

5,082

from 90 countries

TOTAL CERTIFIED GIVING

360M

(USD) 2002–2021:

Of course, there are practically limitless things that can be done, and everyone has to do what feels right for them. That said, we couldn’t recommend 1% for the planet® enough; the projects you support are vetted and brilliant (so you know your money’s working really hard), the company you keep brand-wise is phenomenal, and the process of joining is simple and easy. 

Find out more
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GB Liners

GB Liners

Brand re-fresh, including new look & feel, revamped customer comms, brochureware, and web redesign

The brief: 

GB Liners is a fourth generation family business, providing removal, storage and logistics services across the UK and Europe. The business had grown significantly in recent years but there was a strong feeling the brand had failed to keep pace. Worse still, the brand was actually betraying the quality of the product, people and service offering that was second to none.

The solution:

We created a new proposition for GB Liners based on the simple truth that what people care about most when moving home of office is that someone will take as much care with their belongings as they would their own:

 

YOUR HOME IS PRECIOUS.
WE’LL TAKE CARE OF IT.

 

This gave rise to beautiful, simple and differentiated look and feel that came to life across every aspect of the business.

We created a miniaturised brand world for GB Liners to bring to life the care and attention they pay to every move,
home or business, big or small

We reskinned their website to ensure their ‘shop window’ properly reflected the strength and quality of the brand

The result:

GB Liners’ business growth (across all service-lines) has been exponential:

2021 to 2022 saw the business achieve a record 243% increase in profit

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Action Net Zero

Action Net Zero

Action Net Zero, a CIC, came to us looking to launch their brand aimed at helping consumers and businesses better contribute to a net zero future by 2030. Faced with a lots of different barriers to action (perceived complexity, cost, doubts over the ability to one person or business to make a difference), we needed to develop a simple, compelling and intuitive brand.

We started with a clear and compelling brand proposition that went on to inform every aspect of the brand from core identity, look and feel, tone of voice and brand guidelines:

We created an intuitive and responsive website, ensuring the navigation was clear based on audience (consumer or business) and category (food, waste, energy, transport, nature):

We developed easy-to-use guides, tools, tutorials and company finders to help people make well informed and easy decisions to act. We also created a suite of comms material across social media, partner media, ATL advertising (OOH and radio) and eDMs to drive people online.

Results

Over 6m target consumers reached in first year

Over 100k website engagements

Over 5k unique actions taken 

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Bradfords Building Supplies

Bradfords Building Supplies

Spring 2022

Spring – and more specifically, landscaping season – represents Bradfords’ most important commercial moment of the calendar year.

And after years of back to back growth, market-leading loyalty & retention schemes, game-changing commercial partnerships, category-defining sustainability initiatives and an ever broadening customer base that includes both trade and DIY audiences, Bradfords have more to say than ever.
 
That’s why it was absolutely key that for 2022, our message in Spring was crystal clear.
 
To do this, we knew we’d need to look beyond the reasons we know people love Bradfords – quality, value, advice, branch network, sustainability, people – and double down on the one thing, whether trade or DIY, that we know our customers look turn to us for;
 
Building supplies.
 
Our campaign spans radio, social and branch-level activations, and for the first time in a number of years, will be led by a characterful but direct TV execution that’ll play out through targeted linear and VOD channels.
 
We’ll be tracking awareness & consideration through, media performance metrics vs previous campaigns and industry benchmark, and most importantly, sales and profit performance, in what’s set to be a massive quarter for one of our longest standing clients.

Bradvantage

As a business trusted by trades since 1770, and in a COVID world where, more than ever, customers expected to be rewarded for their loyalty, Bradfords’ rewards scheme was falling short. Although the commercial potential was massive, many of our hugely important and engaged base of loyal members were either not seeing enough of a benefit from their loyalty, confused by the scheme mechanics, interacting with the scheme once a year (at best), or frankly starting to see better elsewhere. 

We needed to act quickly and decisively to address a fundamental shift in how we wanted our loyal customers to think.

‘From rewards I receive’ to ‘Membership I participate in and benefit from’

Bradvantage was born.
 
A multi-channel launch spanning social, radio, web and in-branch activations was followed by a full year’s tactical incentive work, and the results were breathtaking;
 
 

Results

38% increase in new scheme members (vs a target of 20%) 

54% uplift in sales from scheme members (vs a target of 30%) 

15% uplift in average spend per member (vs a target of 10%) 

‘Bradvantage’ was awarded Best use of Advertising, Best Distributor Marketing Campaign, and Best Mid-Range Budget Campaign at the 2022 Construction Marketing Awards.

Men’s Health Week

As the South-West’s leading builders merchant, Bradfords has a proud 250+ year history of taking care of the customers it serves.
 
Research by Movember recently revealed that 47% of men find it difficult to talk about their problems, making it a massive issue for the building and construction industry.
 
We decided it was an issue that needed tackling head-on – and to coincide with Men’s Health Week, developed a campaign to remind people that taking care of their mates is one of the most important jobs they do.
 
Enlisting some of the South-West’s leading sports stars – Henry Slade of England and Exeter Chiefs RFC and Somerset County Cricket Club captain Tom Abell (plus a few faces from the trade too), we got to work sharing the message with as many people as possible. It played to sell-out crowds on match-day screens at Sandy Park and the County Ground, was posted and reposted by international sports stars, and picked up brilliant national trade coverage. 
 
To top it all off, Bradfords had a set a target that when 50,000 people see the message, they’d make a £10,000 donation to Movember, to help them continue their work taking care of men in the South West, and up and down the country.
 
By the end of the week, over 185,000 people had seen the video and an estimated 500,000 online impressions were made.
 
Target: smashed
Donation: made
Job: done
“Working with Good Eggs has been both an enlightening and highly enjoyable journey so far. Toby, James and Rob are great guys and consummate professionals. From starting together at the beginning of 2018, “we” have continued to collaborate, and our partnership has been a real and tangible success on several fronts. I emphasis the word “we” as the guys truly feel a part of our extended Bradfords family, by becoming immersed in the culture of our business and by keeping a clear sight of our commercial, operational and brand goals, they proactively produce stunning award winning marketing campaigns that help us to exceed our ROI targets time and time again. Toby, James and Rob, are an absolute pleasure to work with, they are totally at the top of their game and leaders in their field. Thanks team and now let the journey continue!
Paul Malloy
Head of Marketing, Bradfords Building Supplies
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Riverford Organic Farmers

Riverford Organic Farmers​

In a fast-growing and fiercely competitive veg box category, Riverford faced a challenge;

Despite being the true pioneers of the organic veg movement in the UK, they were being caught up and imitated – thanks in no small part to the pandemic which had turbo-charged both demand and competition.

Riverford came to us wanting a big idea; something that would give their comms a centre of gravity and drive both relevance and distinction among food, health and ethically minded consumers.

We quickly realised that the answer lay in holding up a mirror to what they’ve been doing for decades:

This idea perfectly captured Riverford’s point of difference as a company who believe in the power of veg as a vehicle for real change. We developed lead campaign messages, based on consumer insight, that brought the Veg Revolution to life:

Armed with these lead messages we set about bringing them to life across multiple touchpoints:

We developed a hard-working, through-the-line campaign built to deliver new customer acquisition:

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In tandem to this, we leveraged Riverford’s owned touchpoints to engage loyal customers:

Results

The campaign is currently live and we’re tracking a variety of different metrics to gauge success:

  • Awareness & consideration through YouGov
  • Media performance metrics vs previous campaigns and industry benchmarks
  • Sales and profit performance 
  • Loyalty and retention metrics 
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Qantas Airways

Qantas

Getting a profitable bum on an aircraft seat isn’t easy (even when your destination is Australia); competition is fierce and people’s motivations to buy and fly are different.

The Qantas marketing calendar is packed and varied, with campaigns targeting everything from once in a lifetime holidays and family reunions to business trips and tourist board collaborations.

One thing unites all of this activity and sets our work with Qantas apart from the competition; insight. We know our travellers, we speak to their motivations and we bring to life a flawless customer experience from rainy take off to sunny landing.

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A million reasons to go, one way to fly.

Visting friends and relatives is one of Qantas’ biggest through-the-line campaigns each year.

We developed a new approach in 2018; tapping into people’s emotional reasons to fly and seamlessly pairing these with ‘Why fly Qantas’ proof points.

Results

  • All booking targets met
  • Pre/post research showed double digit shifts against key brand perception metrics for friends & family audience

Business Travel, by Qantas

Qantas have a lot to offer business travellers but not always more to spend vs competitors like British Airways. In addition to this, people tend to choose airlines based on a number of different factors.

We needed to find a single minded way to talk about all the reasons someone should fly Qantas; while keeping the focus on what people ultimately want from any business trip… to nail their meeting.

Results

  • Beat bookings target by 25% YoY and increased profit per passenger
  • Drum Roses 'Best Press' 2020

Escaping the winter blues…

We turned ‘Blue Monday’ into ‘Roo Monday’ for Qantas by leveraging a simple and compelling insight; it’s January, it’s cold here in the UK, and you’d far rather be warm down under!

Roo Monday was a fully integrated, one day campaign, activated across ATL, BTL, paid and owned channels.

Results

  • +36% YoY increase in daily traffic to qantas.com leading to a 2% increase in market share YTD
“Good Eggs are awesome to work with. They show a genuine interest and excitement to work on our brand and are an extension of our own team. Rob, Toby and James show proactivity in developing our campaigns and work hard to improve future activity by reflecting on results, insights and feedback. Thank you team!”
Olivia ClealSenior Marketing Manager, UKEMEA
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Triodos Bank

Triodos Bank

Ethical Banking; a term that meant a lot to pioneers of sustainable living but was either confusing or meant little to a more mainstream audience.

Our job was to help people understand and seek out a better way to bank; one that’s good for you and the world around you. So we created a simple, direct and hard working creative expression of Triodos’ global proposition ‘Follow your heart, use your head’, that playfully but powerfully inverts language and imagery from the world of financial services.

Fast forward 2 years and there isn’t an audience, product or channel that the idea hasn’t effectively delivered against…

A new look and feel

We created a simple and bold look and feel for this new expression of their global proposition, including a bespoke typeface, updated secondary colour palette and an evolved brand tone of voice.

Words commonly used in the world of banking were given new meaning, paired with striking imagery that resonated with ethical audiences and stood out in the world of banking.

A big, flexible idea

Over the last 18 months we have effectively delivered across every product within Triodos’ portfolio, engaged multiple audiences and pulled this through more channels than we can list.

Results

  • +134% applications from new to bank investment customers
  • +45% YoY growth in current account applications
  • Brought over a dozen affiliate campaigns to life
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Growing the brand

Not only have we successfully delivered hard working product campaigns but the Triodos brand overall has grown in awareness and engagement since we started working with the team.

Brand awareness has doubled in just 18 months and all key brand health metrics (Consideration, associations, NPS and loyalty) are up year on year.

good eggs

hello@wearegoodeggs.co.uk

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