About Cherratta Lodge

Cherratta Lodge is one of the Pilbara’s most trusted workforce accommodation providers — a business built on decades of regional experience and a deep belief that every guest deserves a place that feels like home. With 345 rooms across three villages, multiple gyms, swimming pools, recreation spaces, and a comprehensive Complete Guest Wellbeing Programme, the company sets a high standard for care in the resources industry.

Behind that experience is a leadership team with roots in the Pilbara dating back to 1968. Their history in building and operating mining villages has shaped Cherratta Lodge’s philosophy: service, connection, and the wellbeing of every guest and client.

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The Challenge: Navigating Complex Stakeholder Relationships

Cherratta Lodge’s success has always been built on long-term partnerships with major mining clients. In the resources sector, buying decisions involve dozens—sometimes hundreds—of stakeholders across procurement, operations, safety, HR, commercial, and governance functions. Understanding how those stakeholders aligned and engaged had become critical.

As stakeholder complexity grew, the team needed clarity on:

• Who truly influenced decisions inside each client organisation
• Whether engagement was rising, stalling, or fragmenting
• How well stakeholders understood Cherratta’s wellbeing-led value proposition
• How to stand out in a crowded vendor landscape

For Director Malcolm Waylie, the answer wasn’t more reporting — it was visibility and alignment. And with a $30M AUD tender on the line, Cherratta was looking for an advantage over the competition.

Why Cherratta Chose Yappy Group

Yappy immediately stood out because of how they engaged: collaborative, transparent, and deeply aligned to Cherratta’s values. Malcolm felt early on that Yappy understood the way Cherratta builds relationships — through trust, consistency, and genuine partnership.

Rather than acting like a traditional SaaS provider, Yappy became an extension of the Cherratta team. They helped:

• Map and track alignment across the entire internal buying group
• Identify where engagement needed strengthening
• Maintain momentum in complex opportunities
• Provide visibility into influence, alignment, and risk

But the most meaningful difference wasn’t just the platform — it was the partnership. Malcolm valued Yappy’s integrity, ambition, and long-term mindset. It mirrored Cherratta’s own philosophy of doing things the right way.

Yappy’s Impact on Cherratta’s Largest Contract Win

Once Yappy was engaged to help Cherratta Lodge with Decision Chain Influence, a five month project kicked off with the goal of ensuring that Cherratta’s messaging was delivered directly to the internal decision chain inside their prospect account. 

They focused on engaging the right roles within the decision chain who determine whether a provider is shortlisted, progressed, recommended, approved and awarded, including:

• Procurement & Contracting
• Commercial & Finance
• Operations & Project Delivery
• HSE
• HR & People Functions

Instead of relying on guesswork or one-to-one conversations, Yappy helped Cherratta produce short form video clips that played where the prospect was already spending time online.

Depth of Engagement: Full Completions, Not Passive Views

During the campaign period, Yappy-created videos reached 300+ distinct job roles and 123 key evaluator roles. The program achieved 11,210 impressions and 3,346 complete video views, which show that stakeholders weren’t just glancing at Cherratta’s value proposition. Rather, they were consuming it end-to-end.

The pattern of video engagement that Yappy tracks closely matched the rhythm of a major competitive tender:

• Early cycle: Operations and procurement roles began completing content as early exploration started
• Mid cycle: Multi-department engagement rose as stakeholders evaluated fit and delivery confidence
• Late cycle: Peaks appeared across commercial, contracting, and specialist roles during final evaluation
• Post-award: A sharp drop in completions — consistent with a concluded internal decision

This alignment gave Cherratta a rare advantage: clear visibility into how momentum was building inside the client organisation — and when influence was taking hold.

A Stronger Position at Every Stage

Yappy strengthened Cherratta’s competitive position by:

• Delivering high-value content directly to internal evaluators
• Reinforcing the message across multiple departments simultaneously
• Creating repeated touchpoints that built familiarity and trust
• Demonstrating reduced delivery risk through cross-functional alignment

By the time the decision reached senior commercial and governance layers, the organization already understood who Cherratta was, what they stood for, and what differentiated them.

In fact, 92% of all relevant evaluator roles engaged with the videos, including:

• 31 key decision-makers
• 54 evaluator roles
• 38 influencer roles
  
  

Cherratta’s message didn’t just reach the buying group — it aligned them.

The Result: A Strategic Advantage Built on Visibility and Trust

With Yappy, Cherratta Lodge now has:

1. Clear Visibility Across Decision Chains - They no longer guess who matters — they can see who is engaging, how, and when.
2. A Structured Method for Engaging Complex Accounts - The team can guide opportunities strategically rather than reactively.
3. A Partner Who Shares Their Values - For a business built on care, service, and community, working with a vendor who operates with the same integrity matters deeply.

Together, Cherratta Lodge and Yappy Group have proven that when technology and partnership align, the impact goes far beyond operational efficiency, it becomes a strategic advantage. And in this case, it helped secure a $30M contract.

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