Fern has worked with...
Campaigns Fern has led...
IKEA Safer Life At Home
Long-term purpose strategy and execution internally and externally
Fern led deep research into the issue of domestic violence within Australia, developing a discovery report covering facts and statistics, attitudes and behaviours, intervention, a review of government policy and action plans, an overview of public discourse and stakeholder mapping. This culminated in a series of workshops, partnerships including with Professor Kate Fitz-Gibbon of Monash University, and critically, the development of a leading internal policy for for IKEA's 4000 co-workers in Australia to support those affected by domestic and family violence. Following this, an external campaign was launched with RizeUp - Buy Back to Move Forward - asking Australians to bring pre-loved IKEA products back to IKEA for a refunded amount, which IKEA them matched and donated to RizeUp.
Vaseline Healing Project
Vaseline. Most of us have a jar in our homes, biding it's time in our first aid kits. But what we don't know is that just by buying a jar, we are helping others. Vaseline® contributes funds to help medical relief projects globally. The next mission closest to Australia was set to be in Indonesia. Training doctors to understand damaging skin conditions, with leprosy a major issue in the regions they would travel to in East Java. This campaign helped to establish and follow the mission, and helped Australians feel more connected to the work that they had helped make a reality, simply by doing what they usually do...buying Vaseline.
HP Esc Therapy
The core challenge? Shift brand perceptions of HP.
Interviews with target audiences, combined with behavioural theory led to Fern developing the overarching insight and strategy for this APAC EFFIE award-winning campaign.
The target? "mac wobblers". Those who had become dissatisfied with their macs, but fear leaving the ecosystem.
Fern also led the full creative campaign development and worked with Kantar to ensure robust campaign measurement.
The results? HP experienced a +8% yr-on-yr Q4 growth rate, purchase intent lifted by 300%, with a +25% brand consideration overall, 44% mac wobblers considered switching to HP, and a 14pt increase in HP being seen as ‘new, exciting and keeping up with the times’.
HP took the #1 market share spot in PCs.
NSW Rural Fire Service
Serving as Marketing Director, Deloitte Consulting, Fern developed the overarching strategy based on data and insight. A key pillar of the strategy was to tell the extraordinary, unknown stories of the work that Deloitte was doing, together with its clients.
The story of NSW Rural Fire Service's incredible digital transformation journey was the first in this campaign series
Rather than a dry corporate tech story, Fern developed an integrated campaign which tells the story with a more emotive and human lens. Hero films were supported with audience-specific cut-downs, a digital marketing strategy with a sophisticated paid media and re-targeting strategy, in addition to thought leadership direct-to-audience and event showcasing.
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Meal Vision: The AI Optimising Nutrition
When Fern uncovered this incredible story, she knew that it needed to be told. Fern worked with Compass Group and Deloitte to develop a campaign which included film, thought leadership, digital marketing with demand-gen capture, eDM and paid media optimisation to ensure this story was heard.
The campaign was selected to be showcased at the World Economic Forum, Deloitte Haus in 2024 and has since been selected to run in the US.
HSBC and Sydney Swans Pride Match
This award-winning campaign showcased the true partnership between HSBC and the Sydney Swans.
In a campaign surrounding the Swans' Pride match, we recognised that whilst everyone was supporting the same team, and cheering as one, some people don't feel welcome. We worked with the players and HSBC staff to tell the story of LGBTI+ representation using the numbers on players' shirts. The campaign was shared all Swans fans and members, and was voted best activity across the season and won an APAC SABRE Financial Services, award.