Page 37 - AdNews magazine Mar-Apr-May 2023

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Jack Nimble
addressing trust perceptions by showcasing buyer/seller success as we know from research that ‘success trumps trust’; and using data to identify trending catego- ries to create social content for.
“After noticing a growing move- ment around people f lipping things for a career, we proactively pitched an idea called ‘Meet the Flippers’ - a social content series that explores the lives of flippers and how they use Gumtree to make it happen. After noticing major spikes in campervan conversion searches, we identified a campervan con- verter named Marcus (@wander_ campervans) to launch the series. Our approach was to ensure all the content was social-first. This meant leaning into a co-created look and feel. With our assistance, Marcus filmed himself on phones, GoPros and entry level cameras whilst giv- ing us unscripted tours of his vans and the ways he used Gumtree to flip them.”
The campaign was the best per- forming brand campaign, the most cost-effective creative for driving sessions and the most cost-effec- tive creative for driving clicks in 2021 for Jack Nimble.
CONTENT AGENCY OF THE YEAR WINNER
SPONSORED BY LITTLE DOT STUDIOS
Jack Nimble won Content Agency of the Year, sponsored by Little Dot Studios. The finalist was WiredCo.
Judges said: “A comprehensive entry, displaying an agency with clarity of purpose. Strong reten- tion, new business, agency culture and growing staff numbers. Highlighted campaigns: Stranger Things meets Bondi Rescue; Meet the Flippers with Gumtree.”
Jack Nimble worked on more than 400 projects during the judging period, retaining core clients, including American Express, Gumtree, eBay and Tourism Australia.
The ‘Express Yourself’ Mardi Gras campaign for American Express won a Silver Award for the Australian Workplace Equality Index and was acknowledged as an Inclusive Employer 2021-2022 by the Diversity Council Australia.
During the judging period, Jack
Nimble grew to 20 staff from 8, with a retention rate of 94%.
“For us, culture isn’t about piz- zas, parties and pool. What’s more important is how we treat our peo- ple every day. We pride ourselves on being a place where people can build their careers. It sounds sim- ple, but we do this by working with staff to determine what they want to do, and then by providing a clear pathway for them to achieve that.
Jack Nimble’s winning case study focused on the rejuvenation of Gumtree.
“A once iconic brand, Gumtree is in a fight to maintain relevance against well-funded competitors, including Facebook Marketplace.
“Working with Gumtree, we determined that there were three ways we can help to address this problem: differentiating from Facebook Marketplace by posi- tioning Gumtree as a proponent of the circular economy;
Accepting the award