Nashua’s Solutions Lab was celebrated for its innovation and outstanding industry contribution at the fourth annual New Generation Social and Digital Media Awards on 13 October where the inspiring business think-tank walked away with four awards.
The result of a working collaboration between Brand inc, G&G, Tag 8 and Nashua, The Solutions Lab was the overall winner in the Online Strategy of the Year and Digital Brand of the Year categories, as well as being awarded Gold for Blogging Excellence and Bronze for Excellence in Content Marketing.
Platform born out of business objectives
The Solutions Lab was born out of the desire to position Nashua as a thought leader, B2B trailblazer and industry driver. As Nashua’s marketing partner for over a decade, Brand inc conceptualised and strategised the idea for a content marketing platform to drive brand image and engagement. Nashua bought into the idea and utilised its digital agency, G&G, for implementation and Tag 8 for media planning.
“Our big task was to turn the content marketing into something real that the market uses and then delivers lead generation and sales,” says Brand inc creative director, Nicky Clarivette. “The Solutions Lab brings some exciting content into a space not traditionally offering up engaging content.”
Part of Nashua’s Real People, Real Solutions campaign, The Solutions Lab operates as a hub for all stakeholders, customers, potential customers and people in the industry to engage with insightful and impactful content from prominent South Africans, and in the process positions Nashua as a thought leader in business solutions.
Content marketing about building relationships
“The Solutions Lab is an innovative space that is not without its challenges,” adds Clarivette. “Sometimes it can feel like there is a disconnect between presenting content and how it converts into sales, especially in the sales driven environment that Nashua lives in. Plus any content platform has to work hard to stay fresh and relevant.
“However, in our spoilt-for-choice digital age, great content marketing is very significant to a brand. It is a long-term vision of building relationships with the public and generating leads that can turn into sales. Nashua is to be applauded for bringing the whole company into this pioneering space and staying so close to the process.”
Podcasts reach 80-million in first thirteen weeks
To further bring in a human appeal to typically emotionless business content, Nashua partnered with Primedia to create Face To Face with Success. These bite-sized podcast interviews with interesting South Africans give direct examples of engagement with innovation, all living within the Solutions Lab platform.
“These podcasts unpack how individuals, including the likes of Thuli Madonsela, overcame obstacles in their lives and careers to reach success,” says Tag 8 media strategist, Marguerite du Preez. A fresh interview is loaded weekly and publicised across KFM, CapeTalk, 947 and 702, driving listeners to The Solutions Lab website.
The first thirteen weeks of the campaign received close to 80-million impressions across all media channels.
“We wanted to achieve an integrated campaign with social, digital and radio all driving traffic to The Solutions Lab where users were prompted to provide their email addresses, creating further opportunity to engage with them,” Du Preez continues. “We saw exceptional engagement on our digital media, especially from the native advertising side proving that meaningful content generates results.”
Primedia Cape Town general manager, Karl Gostner adds: “Primedia Broadcasting has made substantial investments in its capacity to create and distribute compelling digital content. It has been a privilege to partner with a client like Nashua who is equally committed to innovation in digital media and marketing.
“These awards are a just recognition of the leadership that Nashua is taking in the digital space.”
Nashua gets recognition for exceptional industry contribution
The New Generation Awards attracts some of the brightest and boldest in the industry and gives South Africa’s leading and much loved brands recognition for the work they do.
“It gives us great joy to know that The Solutions Lab is creating so much traction and has been recognised for its outstanding industry contribution,” says Nashua brand marketing manager, Jessica Midlane. “Seeing three great agencies work together towards a common goal was very refreshing and Nashua is thrilled with the outcome.”
The Solutions Lab’s content marketing strategy contributes to Nashua fulfilling its objectives of owning its status as a thought leader in its industry. “The strategy has helped to take the brand to the next level and we are proud to have been part of the marketing team,” concludes Clarivette.