Avery
Avery is one of Australia's leading suppliers of office equipment. To date it has only been recognised in trade media. Rainmaker was briefed to leverage its partnership with The National Breast Cancer Foundation and create a campaign that would generate consumer lifestyle media coverage.
The Challenge
Highlight Avery’s Gold charity partnership with The National Breast Cancer Foundation and broaden the brands appeal beyond trade media.
Insight & Approach
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.
Results
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
ROI: 12:1
Brand share of voice increased by 49% during the month of the campaign with Avery securing mainstream press for the first time.