Challenge: RAISE AWARENESS OF australia’S original GLASS eco cup
JOCO, Australia’s original (and best!) glass eco-cup company, needed to raise rapid awareness and consideration of its’ chic line of coffee cups in the few weeks before the key gifting periods, as well as building its’ brand reputation as eco-warriors and differentiating their offering in an increasingly competitive market.
Solution: leverage holiday SHOPPING BEHAVIOUR TO place JOCO IN THE GIFT CONSIDERATION SET
To maximise the popularity of Australian lifestyle media’s gift guides driving consumer shopping behaviour, we developed an aggressive media-led strategy as a fundamental means to grow JOCO’s share of voice, and to engage with new consumers to educate them on the unique differentiators of JOCO and place JOCO products in the consideration set of consumers. We also capitalised on the growing trend of conscious consumers to profile the founder of JOCO – a surfie turned eco-warrior – as the face of the brand.
Impact: We CREATED A NEW GENERATION OF aUSSIE eco warriors
We dominated gift guide features with product-on-page placements in the majority of short-lead features, including across all Fairfax major metro titles, tier-one women’s lifestyle media, and The Daily Telegraph’s ‘Best Weekend’ supplement as well as a coveted spot in broadcast on TODAY