11 Oct 2024
The Brief
Koala, one of the biggest furniture companies in Australia, aimed to launch an Olympic campaign around how their mattresses are crucial to improving the performance of athletes and helping them recover throughout their intense training blocks.
Koala were looking for some of the best Olympians Australia had to offer to star in this campaign, with a focus around having a strong social media presence where this campaign could be pushed through, helping them expand their reach. The aim of the campaign was to showcase to Australians that the most elite athletes within Australia were choosing to sleep on Koala mattresses, as their “secret weapon”
Solution
At the heart of Koala’s strategy was on site shoots as well personal Instagram Reels in the style of “A day in the life” starring WSM Olympians Elijah Winnington, Matt Denny, Cedric Dubler and Riley Day. Choosing our Olympians was a strategic move to help associate Koala with Olympians who are well-respected and who have each amassed a large social following, which in turn was used to help promote the Koala mattresses.
The filming was done at the training locations of each athlete to bring out an aspect of authenticity and to give an insight into the gruelling training regimes that the athletes have to endure to perform at the highest level.
WSM played a crucial role in bringing Koala’s vision to life by organising the four amazing athletes for this campaign, as well as liaising over the personal content that was created to be promoted on their personal social accounts to help Koala’s brand awareness.
Outcome
The outcome from this campaign was remarkable. The content performed extremely well on social media, and after talking to Koala, the sales had also increased noticeably.
A strong relationship was formed with the team at Koala, and we were able to organise three mattresses to be sent to the Olympic village for Kyle Chalmers, Matt Denny and Elijah Winnington. This was a complete game change! Having the boys sleep on a Koala mattress in the village, not only meant that they got crucial sleep, but also helped give them a leg up on their competition, resulting in all three making it onto the podium and collecting medals in their respective disciplines.
Elijah Winnington Instagram Post
Conclusion
The leverage that Olympic athletes have within the competing market is phenomenal. Here at W Sports & Media, we look after some of the most elite and marketable Olympians Australia has to offer. The ability for them to transform a campaign into something that stands out as a market leader and that is endorsed by the best of the best, is second to none.
Does this sound like something that could elevate one of your marketing campaigns? Don’t hesitate to contact us today.