Behavioural Change Campaigns
Advantage Pharmacy - Client
Elf cosmetics - retail/estore
Brief: No Fussing About was briefed to increase eStore sales for elfcosmetics.com.au from $400K to $1m in one year.
How does a brand get existing customers to buy more and new affluent customers to try a low-cost positioned product?
Leading an integrated team of digital marketing, creative and PR agency, PR Matters, Ben developed an annual Advertising, Marketing, PR, Fashion and Beauty Influencer (Chloe Morello), Sponsorship, Social Media and Digital Marketing Plan that repositioned ELF Cosmetics for the ANZ Market and a more aspirational, mature buyer.
Results: The campaigns resulted in a new creative concept, “ELF Angels” and put sales on a trajectory to $1m within the year.
By executing the integrated plan mentioned above and analysing Shopify data the team found 20K one-purchase customers and applied re-marketing techniques, on-site trip-wire sales-funnel promotions, four seasonal and 52 (weekly) campaigns to funnel new and existing consumers into a Customer Lifetime re-purchasing Program.
A soft-product ANZ PR launch attracted more than 20 media clips and social influencer support with a total circulation reach of 3,441,174. Social media training and the weekly campaigns saw engagement crack along, with increased patronage and engagement.
Within six months, web traffic increased from 25k to 45k, sales more than doubled WoW from $16, 500 to $45,000 (up 28% YoY), average basket-size increased from $40 to $48 and time-on-site from four to seven minutes.
DET - client side
AuTO supply change workers’ Initiative
Brief: As strategic communications adviser to the Victorian Department of Education, Ben Walkenhorst was briefed to oversee the $1m ($200K media/agency) behavioural change campaign to compel 5,000 Auto Supply Chain Workers, including nearly 1,350 Non English Speaking Background people, their families and employers to use government 13 Skills Centres for re-skilling prior to the industry closing.
Results: The campaign included PR, a social and radio advertising spend targeting NESB and English Speaking Background people delivered by Clemenger/Mitchells; direct and face-face marketing to Unions, Employers and family influencer groups.
In 2019, an independent report found that 82% of people were still working and more than 50% were in full-time work.
Creative campaign developed and delivered by DPR&Co.
Health Sector
Health sector
in 2004, Ben’s grounding in Behavioural Change Social Marketing started at DOJ Consumer Affairs Victoria, where he was responsible for campaigns to compel retailers to act in accordance with the Victorian Fair Trading Act 1999 and the Victorian Residential Tenancy Act 1997.
It then continued in 2007 at Life Resolutions where he developed the Consumer Decision Making Purchase Process Model, with its Senior Psychologist.
This Model identifies the cognitive and behavioural steps, combined with the marketing activity required to compel consumer behaviour.
Combining Behavioural Change Social Marketing with Consumer Decision Making and Brain responses results in compelling Identity, Acquisition and Loyalty campaigns.
“One of my proudest achievements is bringing to life Australia’s first psychology franchise, Life Resolutions Australia, which grew from five company owned franchises to 21 and attracted 5,700 clients, and saw $3.2million in forward estimates within 2.5 years.”
