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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