In mid 2016 EECA asked Ad Protocol to review their Facebook presence and provide recommendations for engaging and informing New Zealanders on ways they could be more efficient with their energy use.

Whittling down a range of ideas we worked with EECA to create a pilot animated information video outlining how people can clean their heatpumps.

Called #energywisehacks the pilot aired across the ENERGYWISE Facebook page and was very successful in communicating and engaging new and existing audiences. This success resulted in EECA commissioning ten more #energywisehacks covering a broad variety of topics.

NZ Festival –

In 2016 Ad Protocol worked closely with the NZ Festival marketing team and web agency to develop a simple site metric structure and a suite of AdWords and Facebook advertising campaigns to promote to a variety of individual NZ Festival events. The ad campaigns were closely monitored and optimised throughout the leadup to, and during the NZ Festival.

Catalyst IT –

Catalyst IT has engaged Ad Protocol to manage, optimise and report their Google AdWords promotion for their Catalyst Cloud and other open source IT services in New Zealand and Australia since 2015.

Life Flight Trust –

In 2014 Ad Protocol worked with the awesome Life Flight Trust marketing team and web agency to develop a sustainable digital marketing plan. This included a blueprint for their social media approach, a SEO review and the development of clear site metrics and an ongoing SEM approach.

Scratch Design –

Scratch Design asked Ad Protocol to help develop a sustainable online marketing presence for their client’s new mobile site –

By creating a clear metric structure and ongoing AdWords programme, Ad Protocol built a manageable digital marketing presence that extended Kiwi Hospitality’s presence across search results and social media platforms.

“The tandem of our design skills and Ad Protocol’s digital know-how has been a real success for all parties and something we look forward to continuing in the future.” – James Walshe, Owner, Scratch Design.

Department of Conservation –

At the end of 2011 DOC asked Ad Protocol to provide a digital solution for increasing their online bookings to their various huts, lodges and campsites over the summer.

Ad Protocol’s solution included:

  • a user experience review of the booking form process
  • the creation and installation of a new metric platform that was cheaper and more efficient than the existing service.
  • a series of banner, text and search ads.
  • a sustained advertising campaign that generated over 46,000 visits for a very modest budget.

As a result of the campaign’s success Ad Protocol has been retained to help DOC build and optimise it’s presence through social and digital mediums.

Wholly Bagels and Pizza –

Ad Protocol was asked by Wholly Bagels and Pizza’s owners to develop a targeting digital marketing strategy that could be tailored to specific regions and audiences.

Using Google and Facebook as promotion platforms, Ad Protocol worked closely with Wholly Bagels and Pizza’s web and e-commerce agencies to weave in a clear metric format that flowed through to increased online brand exposure, site visits and online sales.

The Co-operative Bank –

The Co-operative Bank asked Ad Protocol to evaluate their Google AdWords programme and provide recommendations for improving their AdWord’s performance.

Ad Protocol’s solution involved creating a new metric structure based on key campaign objectives and a measured incremental shift in the creative direction for the Google AdWords programme. The results saw a notable improvement in the programme’s performance.

Te Tumu Paeroa –

In mid 2010 Te Tumu Paeroa (aka The Maori Trustee) required assistance working out how to use digital channels to locate and contact land owners who, over a number of generations, had lost touch.

Ad Protocol’s solution was to plan, create and measure a pilot campaign involving simple, targeted ads through social and search media. The pilot was a tremendous success.

Since then Ad Protocol has subsequently managed numerous online campaigns for Te Tumu Paeroa and continues to provide strategic digital counsel and manage their AdWords programmes.

Conferenz –

After using search ads early on, New Zealand’s leading conference and event provider could see the commercial value in digital marketing. To establish a broad online presence and optimise their ROI they needed some assistance. Enter Ad Protocol.

Since 2011 Ad Protocol has helped Conferenz’s marketing staff broaden their digital marketing by:

  • clarifying tracking and analytic reporting
  • adjusting their website to improve user experience
  • repurposing their Google ad platform to simplify its management
  • brokering commercial advertising partnerships with leading online publishers
  • creating and building display ads
  • planning and purchasing online media.

Careers New Zealand –

In December 2007 Careers New Zealand (aka Career Services) asked Ad Protocol to plan, create and manage an online advertising campaign to complement television advertising and the launch of their new look youth section on their website. The resulting campaign in January 2008 exceeded expectations and provided a strong set of data that reshaped Careers New Zealand’s ongoing marketing strategy.

Save the Children NZ –

Ad Protocol has successfully managed online advertising campaigns for Save the Children’s Annual Appeal over a number of years. The campaigns have used Google AdWords and traditional online media to deliver cost effective results.

REAL Women’s Series –

Ad Protocol was asked to plan and manage an online promotion for the various REAL Women’s Series of duathlons, walks and runs around New Zealand.

Our solution involved creating a clear metric platform for along with a broad range of segmented ads that aired through Google Search and Facebook.

By testing, measuring and tweaking messages throughout the campaign the last REAL Series event of the year has been their most popular to date and our client has finished the season by making a clear profit from their online promotion.

Sparks Interactive –

Web agency Sparks Interactive asked Ad Protocol to help their client, The EDGE, plan and deliver a short online advertising flight to promote a competition on their website.

The flight required a rapid turnaround with clear communications between the client, publishers, and agencies. It all proved a success and has given The EDGE a clear indication of how online advertising can fit in with their wider communication programme.

Health Promotion Agency

Ad Protocol planned, created and managed a series of online advertising flights for Over the 18 month period of this campaign their site traffic increased by over 600%.

Ad Protocol helped through the process of briefing and assessing a new agency to redesign their popular financial commentary and information site.

Health Promotion Agency –

HPA asked Ad Protocol to develop a cost effective online marketing strategy for their new social marketing initiative that encourages Kiwis to eat breakfast everyday.

After initially working alongside existing web and ad agencies for the successful launch of the new website, Ad Protocol subsequently built a strong digital platform for website that used social, search and network media to drive qualified visitors to every month.

Retirement Commission –

Mike managed the online marketing and site development of for the Retirement Commission from 2002 to Feb 2007. Over this time Sorted grew into one of NZ’s leading online brands winning numerous communication awards including:

  • 2004 and 2007 Best Finance Site at the NetGuide Awards
  • Best Long Term Strategic Campaign at the 2006 CAANZ Media Awards
  • A Bronze for Sustained Advertising Success at the 2006 EFFIE Awards

Under Ad Protocol Mike managed Sorted’s online marketing through until the end of 2011.

State Services Commission –

Ad Protocol worked with SSC staff members to review the site’s usability, accessibility and design. Ad Protocol also created an online marketing plan for which included a customer relationship management strategy, search marketing approach, and a sustainable online advertising strategy.

State Services Commission –

Ad Protocol was employed to analyse the effectiveness of different channels and media for driving site visitors to Based on the results of the assessment Ad Protocol created an appropriate marketing approach to raise awareness of and drive site visitors in 2006.

Department of Labour –

Ad Protocol was asked to provide guidance on how the Department of Labour should measure WorkSite activity and to formulate a pilot online advertising campaign to drive site visitors.

Using Ad Protocol’s creative approach, measurement strategy and media options, WorkSite ran three online advertising flights with each flight improving the return on investment from the previous flight.

Over the subsequent two years Ad Protocol continued to partner with WorkSite to manage a sustained online advertising presence through commercial media and the Google Display Network.