The rebrand campaign that wasn’t about us
When T&G rebranded we wanted to create a splash. We wanted our rebrand to matter, and not just to ourselves. We decided to be bold, and take some creative risks, and ultimately make the launch not about us. The idea for 50for50 was born. 50for50 was T&G’s rebrand launch competition, where we looked for Australian organisations (for purpose and for profit) who were looking to rebrand to survive and thrive post-COVID19, but may not have the resources to invest. The competition offered $50,000 worth of brand work to the winning organisation that responded to the questions ‘What value does your brand bring to the world’ in 50 words.
Campaign strategy and execution
The campaign ran for 8 weeks, mainly through organic channels. Our marketing mix consisted of press releases to trade media, viral sharing through clients, prospects, and partners, email marketing, social media advertising (with a budget of only $1K), and organic social media content marketing.
Sharing is caring
This campaign has been so successful that several of our clients are now using the concept to launch their own brands this year.
The splash we made
The 50for50 campaign was an enormous success, with website traffic up 300% during the campaign period. We secured 20 pieces of media in leading trade magazines, and 70 qualified entries from new prospects across 3 states. The winner of the competition was Social Traders, a national leader of social enterprise in Australia. We chose Social Traders as they have made a profound impact on establishing the important social enterprise and social procurement space in Australia and have plans to dramatically expand the ecosystem and the market from $100 million to $1 billion over the next 10 years.
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