Best Practice Media and Communication Campaigns: Golden Target Campaign

Golden Target Campaigns Review
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Golden Target Campaigns Review
The Public Relations Institute of Australia (PRIA) enjoys recognition for one of the most prestigious awards in the communication and publication relations industry under the Golden Target Awards. The awards recognize and applaud creative thinkers, high achievers, excellent executioners, individuals and agencies, and crème-de-la-crème strategists in the communication and public relations industry (PRIA, 2022). Some of the award-winning PRIA Golden Target Campaigns include "Eat West, You Are Not Alone, and ADF." You are Not Alone, for example, prioritized the empowerment against suicide, especially among teenagers. The winner of the above digital and social campaign was the Pesel & Carr communications agency. In this case, however, the focus shifts to other award-winning campaigns under PRIA, which includes Coles' Crisis and Issues Management Campaign, "Panic in the aisles: Reassuring Australians during a global pandemic" and Experiential or Activation Campaign, Urban Utilities' "Bathroom Beats."
Bathroom Beats is a 2020 award-winning Golden Target campaign launched by Urban Utilities, while Coles Supermarket was responsible for the prestigious Crisis and Issues Management Campaign during the COVID-19 period (PRIA, 2020). Importantly, both campaigns gained notable awareness and success drawn from the strategies, including social media, adopted by the organizations. Urban Utilities, for example, adopted Spotify advertising and encouraged users to share content, including meme-like posts on social media, resulting in considerable engagements. Importantly, Urban Utilities' "Bathroom Beats" was a campaign that encouraged customers to embrace reduced shower times and water-saving tips. Coles' award-winning campaign was recognized for its relevance in the crisis management category after Australians embraced panic buying and other related activities after the COVID-19 pandemic. The campaign resulted in notable customer engagement on its Facebook, where it reassured consumers of revamped distribution to stores (Black, 2020). In other words, the campaigns thrived because of the adoption of owned media, which includes exploiting the firm's social media platforms and website, paid media, such as native advertising, earned media, which includes content shared through mentions, the worth of mouth, and social media reposts.
The campaign brief for Coles' award-winning campaign is the fact that locals started stockpiling items such as groceries after COVID-19 was recorded in the country. Panic buying was an increasing consumer habit, which would resultantly strain the supply chain. Regardless, Coles ramped up its capacity to champion items that were increasingly in demand; however, this strategy proved ineffective hence the need for a new approach, which was to reduce customer demand by reassuring the clients. The brief for Urban Utilities is drawn from the fact that the company is one of Australia's leading retail water distributors (PRIA, 2020). Its campaign was drawn from the falling water levels in dams, hence the need for awareness of water saving and imminent drought.
One cannot ignore the fact that the campaigns were successful, resulting in recognition and awards. In fact, the campaigns achieved their objectives, which included encouraging water-saving behavior and increasing awareness of drought, and increasing customer trust in Coles because of the campaign of assuring consumers, increasing their trust. It is evident that the campaigns succeeded because of various strategies, such as the adoption of the PESO model. Importantly, PESO models are influential in integrated strategic communications for organizations (Slowikowski et al., 2021). It outlines the interconnected nature of marketing and communications that firms adopt to reach their target audience and achieve intended objectives. Under Urban Utilities', for example, the campaign thrived on owned media, including the company's social media platforms owned by Urban Utilities, the company.
Urban Utilities Facebook and Twitter were used to promote the campaign encouraging users to reduce their shower time and ultimately save water with the company's Bathroom Beats playlist (Harris, 2022). Social media usage is an easier an...