Recently we launched a new campaign for Salvos Stores – Buy Nothing New Month. Nothing (not even a Snickers bar, even though they really satisfy) is as satisfying as meeting with your peers, friends or the general public and people without prompting mentioning your campaign.
Last week I attended a 12 person focus group with 11 other marketing professionals, and when I introduced myself and mentioned that I work with Salvos Stores, someone piped up, “Oh yeah, the Buy Nothing New Month campaign. I’ve seen that.” Some of the others mentioned they’d heard about it too.
The Buy Nothing New Month campaign has really had an impact in all the right ways, with an incredible response from radio, print and TV outlets. The campaign is simple, Salvos Stores are challenging people not to buy anything new for the month of October to help people kick their consumption habits.
After leaving the focus group, I walked past some of the outdoor media that we’d organised. Looking at that bus shelter, I had a twinge of emotion, (actually more than a twinge, I was so excited, I got my phone out and took a photo), and thought about all the months of back end work, negotiations and creative trial and error that took us to get that poster in the bus shelter.
The campaign is going brilliantly and the ROI is going to be way above what we predicted, but in the end what I really get a kick out of is people in our industry talking about a campaign that myself and the team have worked tirelessly to get off the ground. Nothing is more satisfying then when something you’ve worked really hard on works.
Posted by Rach.