The first time we collaborated with Coles Supermarkets was in 2011 (before our re-brand) and we were excited! Our role was to host a HUGE Influencer Marketing event to launch the Coles Mix Fashion apparel range along with their other core lines such as Coles home brand products, seasonal items, as well as Coles Insurance.
We had a long list of VIP Mum Influences attending to enjoy the very first Mix parade and style sessions.
But…It was a blistering hot, muggy day and the venue air conditioning broke…
The models- while terrific, were too young for the influencers to relate to…The day turned out a little different to what people expected.
Fortunately, a few hiccups – typical in event territory, weren’t going to derail the campaign. Because: Ultimately, the brand fit between Coles and the Mums was a truly perfect alignment and the live theater captivated, educated and fast tracked relationships and significant online coverage instantly. Coles was a hit with both Mum Influencers and the readers engaging with the content!
And herein are the 3 lessons from this campaign that are still relevant 10 years on
Growth Lesson 1
Entertain, Inspire, Interact with your customers, online and offline; It’s the sure-fire way to educate and build brand relationships.
Growth Lesson 2
Involve talent your buyers will relate to, or realistically aspire to be like; Whether it’s influencers or actors, this way you’ll increase connectedness, relatability and brand appeal.
Growth Lesson 3
Pay attention to the brand experience and every single consumer touch point; The little things done well, done consistently, pack a punch.
There you have it: 3 ways to fuel brand growth this week, that – like all good things, stand the test of time.