King Content and Hans Oliving have launched their first-ever digital campaign, Oliving the Life. Brand ambassadors Lleyton and Bec Hewitt drive the campaign across all touchpoints as Lleyton winds up the final leg of his retirement tour.
The campaign, crafted by King Content, is driven by key pieces of hero video content, which sit alongside a brand new content hub. Throughout the hub and on social media, Bec and Lleyton detail their plans to keep their family active and healthy following Lleyton’s retirement.
The strategy behind the campaign is to generate awareness of the Hans Oliving range of products and the health benefits through the inclusion of olive oil. From this, King Content and Hans Oliving constructed the uniquely styled content hub, which pays homage to the Mediterranean and their love of olive oil. All content falls under three main pillars.
Food for the wise: The Mediterranean lifestyle, and the inclusion of olive oil, is known for its health benefits. This content pillar explores all things food – food inspiration, recipes and how to cook with olive oil.
Easy active lives: One of the secrets behind the long lives of people in Mediterranean culture is the frequent exercise naturally woven into their day-to-day lives. It’s not about hitting the gym, but finding ways for you and your family to be active every day.
Community and connection: Another common element of long lives in Mediterranean culture is their sense of community and connection to friends and family.
Ruth Haffenden, GM, King Content says: “It’s amazing to see so many brands now placing storytelling at the centre of their marketing agenda. Hans Smallgoods came to us, as they knew they needed to make a shift in focus from telling consumers about their products, to starting conversations with their audience, in a way that was compelling and relatable.
King Content crafted a strategy that aligned their brand purpose with their business objectives and empowered them as a brand to be relevant and meaningful in the consumer’s day to day life. It’s been an exciting ride, watching the content hub come to life and the video series take shape; a project which is a real testament to the creative ambition of King Content and the committed vision of the marketing team at Hans Smallgoods.”
Mirabel Rosar, Marketing Manager, Hans Smallgoods, says: “The launch of our first-ever digital campaign is a major milestone for our brand. Working with King Content across all facets of their services has been a real pleasure. We’re thrilled with the strategic direction and innovative concepts that have come out of working with the team in Sydney and we are really excited to see what the future holds for Hans Oliving.”
Recently acquired by APAC’s leading media intelligence company Isentia, King Content continues to expand its global offering, having opened offices in Hong Kong and Perth to add to its existing presence in Sydney, Melbourne, Singapore, London and New York, while projecting further growth in 2016.
The last few months have seen large-scale success for the global content marketing agency, including winning Gold at CMI’s Content Marketing Awards for Highest Conversion Response from a Content Program for the second year running.