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A COLLECTION OF OUR BEST WORK
CUB CADET
VHRR
WOLF-GARTEN
PENRITE OIL
TOUGH BUILT
NEXTBASE
ROVER MOWERS
KINCROME
CUB CADET
Cub Cadet are the leader in Ride-On and Zero-Turn lawn mowers worldwide operating under the MTD Products umbrella.
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In the summer of 2020/2021, the team at Cub Cadet were looking to expand their footprint beyond our tried and tested practices which had served us well over many years. With an increase in budget, we had to come up with new ways to maximize the effectiveness of media that still delivered bang for buck.
After careful planning and consideration, we realised we needed to support Cub Cadet dealers in different states based on density profiling. This led to us using a different channel mix in several states based on scale of reach and profitability.
We also used highly targeted forms of Broadcast VOD with Seven, Nine, Foxtel and Kayo to reach certain audience types based on content whilst also in unique geographical areas that highly indexed against propensity to buy. This enabled us to keep costs in check whilst maximising the effectiveness of our media.
WHAT THE CLIENT SAID
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Shove Communications has been an important partner for the Cub Cadet brand for several years. Using clever targeting and diligent campaign optimisation, Shove’s digital media strategies continue to drive users to our website at an ever-improving CPC. Definitely not a “Set and forget” type agency!
We trust SHOVE with our major campaigns each season as well as for ongoing digital and off-line placements throughout the year.
Ben Donovan - Digital Marketing Supervisor ANZ
WOLF-GARTEN
A new brand to SHOVE in the Spring of 2020 was WOLF-Garten Garden tools. The brand itself already had a strong reputation for those in the know but the team at MTD Products wanted to amplify the brand to the masses for the upcoming summer.
Our wealth of knowledge from running previous campaigns for other brands in the category proved to be invaluable with immediate results both in terms of audience acquisition and sales.
Our campaign to build the follower base on the WOLF-Garten Tools Facebook page, was our agencies highest ever performing Audience Acquisition campaign and our strong e-commerce strategy has also delivered the brand it’s highest on-line sales in Australia.
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WHAT THE CLIENT SAID
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Shove Communications has been a key partner in the re-launch of our WOLF-Garten brand to the Australian market. With SHOVE’s help, our web traffic, social follower numbers and e-commerce sales have gone from zero to bettering our initial forecasts.
As usual SHOVE is all about reaching the right customers for our brand, not just throwing money away to get more traffic. This means our CPC is down and our conversion rates are up.
Ben Donovan - Digital Marketing Supervisor ANZ
TOUGH BUILT
KINCROME Brand ‘TOUGH BUILT’ was briefed into SHOVE Communications in 2023 to help re-launch the brand to the Australian market. With a modest budget and strict objectives, we had to think differently. How do we reach tool buyers visiting Bunnings stores with no wastage and a modest budget?
After extensive planning and exhaustive discussions with several suppliers, we decided to use an external third party mar-tech supplier.
In doing this, we were able to target mobile phone device id’s that had visited tool stores such as Total Tools, Sydney Tools, Tool Kit Depot, Bowens, and RSEA as well as high frequenters of Bunnings and Mitre10 stores which we know to be trade customers and not retail consumers.
We were then able to reach those mobile device IDs who we knew had a high propensity to be tool buyers and then display them our brand video online.
In a way to determine campaign performance in the form of a post analysis, we had the ability to complete a post analysis footfall study and determine how many of those device id’s visited a Bunnings store after being exposed to a TOUGH BUILT ad.
ROVER MOWERS
After being awarded media buying and planning duties for Rover in May of 2017, we have together with the client, applied multiple best practice methods that have made a profound impact to the marketing efforts of the Rover brand in recent times.
Audience acquisition has been critical to the recent success of Rover across not only on-site acquisition and e-commerce, but also social media.
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In 18 months of introducing social assets such as Facebook and Instagram, Rover now sits #1 in their local category on Facebook with some of the highest rates of audience engagement.
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More recently as a collective, Rover have introduced an e-commerce offering for items not available at dealer level with great success with SHOVE ensuring quality traffic and sales.
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In December of 2018, SHOVE Communications were also awarded the media buying and planning duties for another MTD brand in Cub Cadet as a testament to the volume of work already accomplished.
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WHAT THE CLIENT SAID
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We have worked together with the SHOVE team for the past three years in expanding the web presence for our Australian lawn care brand, Rover.
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Content and paid advertising plans have been strategically planned with short, medium, and long term goals in mind, delivering milestones along the way. I would consider SHOVE to be a partner rather than a supplier due to the collaborative work we have been able to produce.
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Trent and his team are continually pushing the boundaries whether it be defining and targeting new customer segments or embracing the latest advertising technologies and opportunities.
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Having a partner that is willing to roll up their sleeves and understand the inner workings of our business from our product range to our customer segments is an absolute must in our industry and that is where SHOVE stands out from the rest.
Luke Theobald - Marketing Communications Manager
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PENRITE OIL
Penrite Oil approached SHOVE Communications to provide content coverage across social media to bring to life their association with Erebus Motorsport at both the Clipsal 500 and Bathurst 1000 events in 2016.
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With over 90 hours of content creation spanning over two weeks, and social seeding across multiple social platforms during both events including live tweeting throughout race events, we achieved for Penrite over 19,000 social engagements, 250 shares and 150 brand comments from close to 400 posts with more than 1,000 images taken.
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Events of this magnitude always propose a unique challenge to brands where it can be difficult to capture the essence of all of those who participate and the sheer geographical size of such events.
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WHAT THE CLIENT SAID
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SHOVE Communications has been an integral and important partner with Penrite Oil over the past four years due to the continuous commitment of Trent Collett.
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He has proven over the years to be extremely knowledgeable of our industry, honest, reliable and accessible.
Trent truly partners with our business. He structures campaigns and projects to benefit our business, to achieve the agreed goals of the campaign and deliver learnings to further develop and grow.
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I have no hesitation in recommending SHOVE to any business that wishes to engage a true partner, to achieve agreed outcomes, to grow and to succeed.
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Fleur Dymond – Marketing Services Manager
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NEXTBASE
Nextbase is the largest smart Dash Cam brand in the world, holding over 80% of the UK market by volume and ranged in over 25 countries around the world including in Australia.
In conjunction with our creative partner Push Industries, Nextbase hired SHOVE to build awareness of Nextbase Dash Cams to the Australian motorsport public to leverage and further enhance their sponsorship of Supercars driver David Reynolds.
Our knowledge of the motorsport audience in Australia and where to find them, was instrumental in targeting the right people for this campaign. Using an omni channel approach of Video, Display and Broadcast Radio, we were able to consistently target Males 30+ consuming motorsport content in Australia.
For this campaign, we used media that a lot of media agencies in Australia would not have used or even known about. When you know, you know. And we definitely know this space.
This campaign, whilst heavily geared around contextual placements, was also heavily focused on demographics to ensure a strong penetration of those looking to buy a dash cam.
This campaign resulted in a sharp sales uplift across all major retailers who sell Nextbase Dash Cams.
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WHAT THE CLIENT SAID
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SHOVE Communications is a key element of our brands’ growth in Australia. Their knowledge of the Australian Automotive Aftermarket consumer resulted in a highly targeted and efficient campaign to promote our Dash Cam range in Australia. This campaign overdelivered massively, which was evidently shown by their comprehensive data insights and reporting.
With SHOVE’s help, our web traffic, social follower numbers and e-commerce sales and retail in-store sales have gone above and beyond
Last but not least, Trent and his team have taken a lot of work away from me, by seamlessly working together with our brand Ambassador Dave Reynolds and other partners in the region.
KINCROME
KINCROME Tools handed media buying duties to SHOVE Communications in early 2023.
The briefs we received over the course of that year were incredibly difficult. However, we were able to rise to the challenge on every occasion and execute highly targeted and strategic digital-first campaigns for KINCROME over this period.
KINCROME’s heartland audience is the automotive trade and aftermarket consumer, and there’s no better agency in Australia to be targeting this audience, than SHOVE Communications.
From targeting apprentice mechanics, to workshop owners as well as the end retail consumer (and even dirt bike enthusiasts) we nailed the brief every time. Our intimate knowledge of not only the tool category but the automotive industry as a whole was incredibly valuable and if not for that knowledge, we couldn’t have achieved the outcomes we did.
Our strategic partnerships became incredibly valuable through our work with KINCROME. A highlight of this work was in program content via the VACC with their podcast “The Grille” we even had tools in the studio!
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WHAT THE CLIENT SAID
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No bullshit, No nonsense. SHOVE Communications is about as passionate and thorough as it gets. It is bloody easy to come across waffle and jargon in this industry, particularly around advertising and media, that is not Trent and his team.
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He is extremely invested in what he does and will ensure that he does everything he can to deliver results for his partners. We have seen this attitude and authenticity on our last several campaigns and look to work more with SHOVE in the future.
Give SHOVE a gig, rest assured, the team is working hard at bringing it home.
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Lachlan Marshall - Marketing & Creative Manager
NEWQUAY MARINA
MAB Corporation asked us to help them build a follower base on their new Facebook page for the NewQuay precinct in Docklands. The 'NewQuay’ brand works to identify the precinct as a whole, and encompass several new apartment developments built by MAB as well as an extensive retail precinct, and of-course the stunning NewQuay Marina.
The challenge was to ensure we achieved at least two thousand new followers at a low cost per acquisition but also ensuring we spoke to those who wanted to visit the precinct. Using several different buy methods, geo-fencing and cost caps we were able to achieve our goals proving the initial campaign to be a great success.
Stage two of the campaign was to provide lead generation for the leasing of berths at the marina. Using a strong combination of paid social, programmatic display, custom affinity targeting, search engine marketing and Boatsales audience extension, the results have been exceptional in tough market conditions.
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WHAT THE CLIENT SAID
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SHOVE Communications were able to exceed our expectations for the NewQuay brand, building a strong online following.
Their extensive knowledge of the online and social advertising space allowed us to rely on their expertise to manage our campaigns. I cannot speak highly enough of their client management, with timely responses and informative reporting.
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Jennifer May - Marketing Executive
VHRR
The Victorian Historic Racing Register was established in 1976 to promote Historic Motor Racing in Victoria, with multiple race meetings held throughout each year.
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2023 was the second year in which we assisted with event promotion and social media coverage of the VHRR’s flagship event, the Phillip Island Classic Festival of Motorsport - the biggest historic motorsport event in Australia.
Using our intimate knowledge of the automotive and motorsport landscape in Australia, we were able to heavily target historic motorsport enthusiasts across Google Discovery and Look-a-Like audiences across social media using intelligent geo-location targeting due to the location of the Phillip Island circuit. Using our contacts, we were also able to secure media spend with V8 Sleuth, Just Cars and Auto Action.
In addition to paid media, we developed a social media content strategy over the three-day event interviewing car owners and bringing the event to life around the country with great success and engagement.
This strategy saw us smash all-time attendance records by over 20% across all three days of the event.
This was such a great project to work on and the event now sees more families and children in attendance than ever before.
WHAT THE CLIENT SAID
For our recent Phillip Island event, SHOVE Communications demonstrated not only their passion and enthusiasm for the VHRR, but also their knowledge of how to reach the automotive enthusiast and motorsport lover.
We were incredibly happy with the results of the 2023 meeting where we saw an incredible uplift in attendance – the highest in the history of the event. SHOVE’s commitment over the three-day event was fantastic, taking photos and writing stories on our members' unique vehicles and posting images to social media.
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VHRR Committee Member - Jarrod Harding