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Yellow is the new Black: how influencer content boosted JB Hi-Fi's Black Friday Success

Black Friday, the all-American shopping phenomenon, has gained serious momentum in New Zealand over the past decade and is now one of the most competitive retail events of the year. As brands ramp up their efforts ahead of the last weekend of November, cutting through the noise to reach deal-hungry shoppers takes more than just a discount – it requires strategy! Leading home entertainment retailer, JB Hi-Fi, had Black Friday deals to offer. But, to ...

How do I make my brand more discoverable (by AI and humans)?

Four ways to stop shouting into the void and start being found.You’ve got your social strategy in place. You post regularly, send newsletters, leverage paid ads, maybe you even have a podcast with more than two diehard listeners.So why does your brand still feel invisible? And why isn’t your reputation where it should be?We see this a lot. Brands doing all the things but accidentally making themselves invisible.No, this isn’t another blog telling you to post three times a day, “hack the ...

Are influencers overpriced? Only if you're buying them wrong

$5,000 for a reel. Are you kidding me?Maybe not, if you know what you're actually paying for.Influencers get called overpriced all the time. But that's because they're often treated as a media slot rather than a partner.  When influencer marketing is done well, it doesn’t just get attention. It earns trust. And that’s the bit we need to talk about more....

How trusted is your content? It will be with an editorial policy.

In the past, those who produced content had journalistic standards to uphold, which meant (for the most part) you could trust what you were reading. Now, everyone’s a publisher. No printing press required. If you have a LinkedIn account, a Substack, or a smartphone with a decent signal, you’re in the content business.  But not everyone has standards. Or policies. Or even a second set of eyes before “send” gets pressed. And that’s the problem. ...

Brainchild wins Silver at the 2025 PRINZ Awards

We’re not in this for trophies. But we are in it to do meaningful, smart, creative work. And this award is a pretty great sign we’re on the right track.At the 2025 Public Relations Institute of New Zealand (PRINZ) Awards, Brainchild took home the Silver Award for PR Consultancy of the Year - Small to Medium.For a small agency based in Hamilton, working with national brands and ambitious teams across the country, this recognition means a lot.What made us stand out?The judges had plenty to say...

How often should you post on social media?

If you’ve ever felt some nagging guilt at not posting on (insert platform here) every day, you’re not alone.And it’s no wonder, everywhere you turn you’re being told the magic answer is to post more! Comment more! Do more!With AI-generated content flooding feeds, chasing volume is fool's gold. It looks valuable, but just like the emperor’s new clothes, it could just leave you exposed.No magic number will make social media work.The content treadmill is a waste of time and money.So,...

We won! Twice.

We’re proud (and still a little bit stunned) to share that Brainchild was named Small Business of the Year and also took home the People’s Choice Award at the 2024 Waikato Chamber of Commerce Business Awards.These awards mean a lot to us. Not just because of the recognition, but because they reflect the work we do every day to help our clients build trust, grow their reputations, and show up in ways that matter.As Angela said on the night:“I have grown Brainchild while also growi...

The social media trends making a comeback for 2024

Ah, social media – always on the move. Facebook turns 20 this year, and it’s got us thinking about some of the 2024 social media trends we were old enough to have seen the first time around. Like fashion, we've seen social tactics rise, fall, and now resurface with a modern twist. But how do they fit into your social strategy for 2024?As we delve into the ghosts of Facebook's past and explore these returning trends, we're here to ensure you're well-prepared, whether you're scouting for fresh...

Here’s to the leading ladies

In honour of International Women's Day 2023, I want to celebrate the exceptional women who have let me watch from the wings, given me backstage access and shared the spotlight with me during my career thus far. I am one of the lucky ones. Unfortunately, not everyone has had the same opportunity to learn and be inspired by role models that look like them. I recognise that there is still progress to be made. But I'm embracing equity this year by celebrating those who've stood with me and before me...

To post or not to post? How to woo your audience on social media

On the heels of Valentine's Day, our social inboxes and feeds were full of red hearts, roses and bold declarations of love, not necessarily from lovers and admirers but from insurance companies, car dealerships and real estate agencies. Awkward....