Australia's Top 10 Socially Innovative Brands 2013
#10. UGG Australia
Not only is the famed furry shoe retailer one of Australia’s fastest growing Twitter profiles, they’re also content marketing savvy. In order to build their online presence, UGG tapped eight well-respected cultural influencers to regularly contribute blog posts about the brand’s integration into their lives. Enter: the Creative Council.
#9. Bubble O’Bill Ice Creams
The fun-loving ice cream brand has attracted over 1.2 million Facebook fans by regularly posting silly Photoshopped images and initiating quirky, nostalgic challenges, placing it second in the national Top 5 Facebook Brands list. Not bad for a Neapolitan cowboy on a stick.
#8. Australia Post
The digital revolution need not threaten the humble post office: last June, Australia Post introduced its Postcard App, enabling users to send their travel snaps via iPhone to loved ones in Australia or abroad. The app automatically converts your photo into a high-quality postcard and scrawls your message in a handwritten font.
#7. Victorian Government
The Victorian Department of Health’s Better Health Channel has consistently been ranked Australia’s premier health and medical information website, and last year they picked up another honour: the 2012 Australian Mobile Award for their iPhone and iPad app. The app provides information about health conditions and how to manage them, as well as a directory of all Victorian health service providers.
#6. Melbourne Transit Authority
Last November, the public transit authority in Melbourne got creative with their safety message, crafting a three-minute YouTube video called “Dumb Ways to Die.” The catchy song and eccentric characters caused the video to go viral, and it has since surpassed 40 million international YouTube hits.
#5. Carlton Football Club
When Carlton players started connecting with their fans personally on Facebook and Twitter as part of a social strategy overhaul in 2012, the team saw an 800% increase in Twitter followers and a 400% increase in Facebook likes. The team Facebook page also enabled fans to buy gear directly from the club, and specials available via foursquare helped promote the team within the MCG.
#4. David Jones
The Australian retailer has carved a new path for digital success in the struggling retail space over the past year: crowdsourcing its Christmas catalogue, launching an interactive shopping app for the iPad, and contracting IBM to implement its Smarter Commerce Solution to integrate their online web design, app development, social media and other multi-channel efforts.
#3. Commonwealth Bank
In March of this year, CommBank introduced social banking to Australia by integrating its mobile-optimised Kaching service into a Facebook app. The app allows users to pay their Facebook friends (and request payment from those forgetful digital friends), gift payments for birthdays and other special occasions; and pay for Facebook Events as soon as they RSVP.
#2. Tourism Australia
More than four million Facebook fans, 80,000+ followers on Instagram, and nearly 10,000 Twitter followers make up this organisation’s expansive social reach. Innovative marketing strategies such as NYE 2011’s Project:12 and the 2013 “Best Jobs in the World” youth campaign have successfully engaged its worldwide following with photo and video submissions, catapulting its tourism initiatives to new heights.
The telecommunications company is committed to social media all across the board:
- Customer support is available 24/7 via Twitter (@Telstra), and the online forum CrowdSupport lets users posts questions (and answers) about products and services when 140 characters is too little space;
- Their YouTube page features over 600 videos organised by category (Spotlight, Mobile, Home Services, Music, About, Business, and Enterprise), which have achieved more than seven million views collectively;
- On Facebook, Telstra consistently posts about contests, telecom news and sponsored events – with photos appearing on their Flickr page;
- A blog featuring news about tech, Telstra and community happenings; and
- More LinkedIn and Google+ engagement than most other companies worldwide
As the Federal Government continues with its NBN roll-out, Telstra – a prime participant in this initiative – will likely continue to remain at the forefront of the social game.