Business, Research and Innovation Initiative,
Department of Industry, Innovation and Science

AboutThe opportunity

contentgroup was engaged by the Department of Industry, Innovation and Science in 2016 to provide content support for their Business, Research and Innovation Initiative (BRII).

The BRII encouraged Australian small and medium enterprises (SMEs) to submit innovative applications to five national policy and service-delivery challenges.

Our goal was to identify, reach, engage and inspire appropriate SMEs who could solve the five challenges and encourage high-quality applications.

AboutThe project

Our strategy

contentgroup drafted a series of communication plans relevant to each challenge; each including objectives, stakeholder and channel analysis, an editorial calendar and analysis of third parties.

As part of this strategic phase video was identified as a key form of content that would influence people to apply for the grants and also tell the story of the BRII initiative.

contentgroup worked with a number of the BRII stakeholders in order to produce a series of six videos explaining each of the challenges, as well as an overarching video talking more broadly about the BRII project and the program’s objectives.

As part of this process we built out an appropriate storyline for the videos and worked with the Department to craft the tone to be used in the videos.

To ensure a consistent look and feel across the videos was maintained, they were all shot in contentgroup’s custom-built video studio.


The videos were circulated among key stakeholders and they received widespread views across social channels.

The overarching video received more than 200,000 views on Facebook, which contributed to more than 170 compliant applications being submitted for the grants program.

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