Case Studies
ANZ
In celebration of the 10th anniversary of Sydney ’ s Gay and Lesbian Mardi Gras , ANZ launched its # GAYNZ Twitter campaign to promote the concept of inclusion and respect , for its staff , its customers and the community as a whole . As a part of its 2015 marketing strategy , the bank created its own gay-friendly Twitter hashtag (# GAYNZ ) to follow its ATMs renamed GAYTMs that were installed across Sydney in 2014 . The Twitter hashtag was used to promote the campaign and spreading photos / posts of GAYTMs across the social media .
“ We felt very strongly that the time was right to elevate our support for the LGBTI community to a more brand level and reach a far broader audience ,”
As a part of the Twitter campaign ANZ encouraged its customers to upload pictures and videos of the GAYTMs to help promote and support conversations around the event . ANZ gave away major prizes to the most creative Instagram and Twitter posts , using the hashtag # GAYNZ , with people showing their favourite ANZ GAYTM .
Over the course of the # GAYNZ campaign , more than 1.8 million Australians were reached via Twitter . # GAYNZ was mentioned 4700 times globally , earning 24.6 million potential impressions , and was mentioned 2500 times in Australia , earning the brand 14 million potential local impressions .
On top of this , the # GAYNZ campaign gained 816 million impressions across all social media channels and saw a 20 point lift in associating ANZ as a brand with diversity , inclusion and respect against a control base .
“ The whole tone of this campaign and communications around Mardi Gras was supposed to be cutting edge and disruptive and we wanted to do something that wasn ’ t necessarily expected from a conservative brand like a bank ,” + 1.8 million Australians were reached via Twitter + The # GAYNZ campaign gained 816 million impressions across all social media channels + GAYNZ was mentioned 2,500 times in Australia + 20 points increase in the brand association with diversity , inclusion , and respect
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