Highlight Avery’s Gold charity partnership with The National Breast Cancer Foundation and broaden the brands appeal beyond trade media.
Rainmaker struck a partnership with leading swimwear designer Lisa Maree to produce a one-off dress made completely out of pink Avery labels. The labels contained messages of support from Australians all over the country. The dress was modelled by sports personality Lauryn Eagle, and launched at Lisa Maree’s much anticipated show during fashion week.
The dress was later auctioned off with all proceeds going to The National Breast Cancer Foundation.
Extensive media coverage across mainstream media outlets including Channel 7’s Sunrise, Channel 7, 9, 10 news broadcasts and The Daily Telegraph.
Audience reach exceeded 1 million
Brand share of voice increased by 49% during the month of the campaign with Avery securing mainstream press for the first time.