Building brands in the time of Corona

What do you do when you have a client with a small budget, a strong, purposeful message and the capability to make a massive impact during Covid-19? Whilst not wanting to tackle this situation from an exploitative position in such a difficult time both for South Africa and globally, we couldn’t ignore the opportunity that Covid-19 presented to Biodx.

Here was a novel 50% natural disinfectant with a proven 99,999% kill rate that is SABS & NRCS approved and registered in SA, plus on the verge of achieving tough European registration – an almost unheard of situation for a locally made biocide (disinfectant) – and hardly anyone knew of its existence. This led to a collaborative drive to build brand credibility, whilst at the same time demonstrating scientific and general thought leadership to educate the public. An informed and educated public would then drive the sales demand.

Peter Schmitt, unagency client strategy director for Biodx says: “After frank, low ego discussions it was felt the most effective route, bearing in mind the limited budget, would be a collaborative one with a ‘best in class’ team (strategy, creative, digital, content, PR, execution blend). So we set about building a unique multi-partner team to achieve this. In our experience, something typically fraught with challenges as many clients and agencies has experienced to their detriment.

The difference and mobiliser: all collaborators share a worldview and value system with Biodx and with each other – the Biodx purpose being the central organising principle around this brand before and during Covid-19.”

“A most rewarding experience in working collaboratively to contribute to an important body of work in these difficult times,” says Marion Scher, seasoned journalist and content writer from Media Mentors.

Sarah Martin Agency Director for The Lime Envelope, who has been instrumental in gaining media engagement says “To secure a new client as we went into lockdown was wonderful in itself. Then to experience working with such a highly collaborative and engaged team, has made the appointment as PR partners even more rewarding. This is the ‘new way’ of working and the results for the client are incredible.”

Or as Jared Price, digital/ social strategist from Kaomi says, “There is no better reward in life than seeing the achievements of your goals through tangible results and having done this with all those involved with the Biodx team, has been that much more rewarding because the benefit is not just for Biodx alone but for society at large.”

This shared purpose has removed all personal agendas, which has enabled:
● True integration of team, between client and collaborators with high levels of trust
● Focus: everything we do is best for the client
● Fair revenue split (no one party gaining proportionally more than others)
● Substantial growth and ROI for the client including:
o 489.1% increase in website traffic (avg 2.5 pages per session)
o 136.32% increase in social media engagement (Facebook + LinkedIn)
o 7,400% increase in leads/form completes vs the same period last year
o 800% increase in lead conversions to sales vs the same period last year
o 49% Increase in sales revenue vs the same period last year
o PR Value: R8 017 536.00
o Media placement on ENCA prime time news, 702 (Azania Mozaka Show), 947, Media24, Timeslive, Business Insider, Bizcommunity, The South African & Engineering News
o ROI: marketing spend vs sales = 3x or 300% (expected to increase 5x by calendar year-end 2020)
o 1,000% proportional increase in brand value

“An incredible grasp of our business and belief system enabled this tight, multi-disciplined team to create a well-researched, thought-provoking conversation in the media that raised our profile and value in a very short space of time. Eight million rand of earned media in three months is truly amazing – Biodx would never have been able to afford the equivalent traditional advertising investment!” concludes Burt Rodrigues, CEO Biodx