St Vincent De Paul Society Film, Digital, DM Signed Finds by GPY&R Sydney

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Industry Charities, Foundations, Volunteers
Media Film, Digital, Interactive & Mobile, Direct marketing
Market Australia
Agency GPY&R Sydney
Director Josh Logue
Executive Creative Director Julian Watt
Art Director Steven Iannello
Copywriter Michaela Brown, Luke Simkins, Ben Akers
Designer Nathan Dunn
Illustrator Nathan Dunn
Released June 2012


Direct Marketing Produced by non-profit organizations, NGOs or other similar organizations Gold

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Executive Creative Director: Julian Watt (George Patterson Y&R)
Art Director: Luke Simkins (George Patterson Y&R)
Copywriter: Luke Simkins (George Patterson Y&R)
Digital Art Director: David Jackson (George Patterson Y&R)
Planner: Michaela Brown (George Patterson Y&R)
Copywriter: Michaela Brown (George Patterson Y&R)
Group Account Director: Paul Coles (George Patterson Y&R)
Agency Producer: Alex Hay (George Patterson Y&R)
Account Manager: Corina Oborocianu (George Patterson Y&R)
Copywriter: Ben Akers (George Patterson Y&R)
Director: Josh Logue (Mathematics)
Designer: Nathan Dunn (George Patterson Y&R)
Illustrator: Nathan Dunn (George Patterson Y&R)
Art Director: Steven Iannello (George Patterson Y&R)
Media placement: Facebook Tab - N/A - 5 December 2011
Media placement: Banner Ads - N/A - 5 December 2011
Media placement: Facebook Ads - N/A - 5 December 2011

Describe the objective of the promotion.
2m Australians live below the poverty line. Vinnies is a chain of charity thrift stores (similar to The Good Will in the US) dedicated to helping them. There are 630 Vinnies stores nationally. But they had lost relevance with their biggest customers, teens. They saw it as a place their grandmother shops – not them. The stores account for 50% of the money they use to help some of Australia’s most underprivileged, so losing the teen shopper is a serious issue. A business idea was needed to get them back into the stores and spending money.

Describe how the promotion developed from concept to implementation.
We created a campaign to drive foot traffic and sales, and also reappraisal amongst Gen Y shoppers. We collected over 90 signed shirts from local and international music artists (Pink Floyd, Gotye, Passion Pit, Crowded House, Motley Crue to name a few) and hid them in Vinnies stores for fans to find. We shared this information on Facebook. The hope was that fans would buy other things they found while looking for the hidden shirts of their idols. Well it worked, and fans began shopping immediately and not only found our hidden gems but $700,000 worth of other treasures as well.

Explain why the method of promotion was most relevant to the product or service.
The campaign had to be inexpensive, but effective.
We used the one place they do go everyday, Facebook, to get them into the place they don’t.

Equally, this method meant that the musicians could join and amplify the campaign, with no media or hard costs. They tweeted, shared, blogged about their involvement adding credibility to the promotion and driving their fans to become ours.

Many excited fans told us this was “the best promotion ever!” and we received posts, photos, stories and likes from 33,000 gen-y shoppers as they searched the state. Campaign engagement rose to 78% on FB.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In a matter of weeks we:
Organically created a fan base of 30,000+

Upheld 77% engagement level

Generated 9.5% uplift in overall sales.

Dramatically increased foot traffic.

Improved overall perception of the brand.

Generated over $1m in free media.

Raised an extra $700,000 in 1 month!
And that money went directly to helping those in need.
We also now have a permanent fan-base of teens that have a new connection to Vinnie, which is wonderful if heaven forbid they ever need their help.