Buderim – Ginger Pride Rally

Mission

  • Having successfully undergone a brand overhaul in 2014, Buderim Ginger sought to build on previous campaign efforts and further establish their position in the market.

  • Buderim Ginger’s rebrand targeted the Gen-Y demographic. In order to continue reaching this audience, Agent99 needed to connect with its audience in a unique, meaningful way. And thus, the 2016 Buderim Ginger Pride Rally was born.

Solution

  • Building on the tongue-in-cheek nature of the previous campaign, the Ginger Pride Rally was a disruptive method of gaining national attention for the Buderim Ginger brand, whilst also promoting a cause that related to the target demographic.

  • 1,000 Gingers and friends marched through the streets of Melbourne CBD, alongside a festival featuring live music, sampling, ‘Ginger Beer Pong’, merchandise, and signage.

  • Two charity partnerships engaged – RANGA (Red and Nearly Ginger Association) and Bully Zero.

  • Redhead Instagram Influencer kits including slogan bubble cookies ie. Carrot-Top, Ranga, etc.

  • Media release series/exclusive angles including ‘7 struggles only a redhead would understand’.

  • Post-event Facebook vote on ‘where should the 2017 Ginger Pride Rally be held?’ with results released to media.

Results

  • Over 1,000 people attended the Rally, against a KPI of 100.

     

  • 210+ pieces of coverage were secured in traditional/online/influencer and youth oriented outlets, including Daily Mail, Pedestrian.TV, and The Project.

     

  • All major TV stations and news outlets covered the event.

     

  • Audience reach of 25 million+.
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