The alarm buzzes, and you ease into your morning ritual… a cleansing shower, a delicious breakfast and a selection of snacks for the day ahead. Remarkably, you have simultaneously managed to make the world a better place, contributing to help those in need with health and hygiene training, food aid, and access to clean drinking water.
But wait…. how is all this possible?
Thanks to the determination and vision of three young Australian there ability to embrace social media and web 2.0
If you haven’t guessed by now I’m referring to Daniel Flynn, Justine Flynn & Jarryd Burns and their social enterprise organisation, thankyou™. Striving to make a difference, their mantra for existence states “ to empower the everyday Australian to change the world through a simple choice in their everyday life.”
The organisation produces quality consumable products that utilise 100% of the profits to fund life-changing projects in developing countries. Currently the range consists of water, body care and food items.
The utilisation of social media and web 2.0 has played a pivotal role in creating public awareness and forming a strong bond between the consumers and the brand. This blog will firstly highlight how thankyou™ has tailored content across social media platforms whilst adhering to an Integrated Marketing Campaign approach (Mangold & Faulds, 2009) and delivering a consistent message. Followed by a review of how thankyou™ utilised the power of a consumer driven campaign.
Some examples of how thankyou™ has tailoring unique content across various social media platforms:
Youtube provides life-changing stories about people on the receiving end of the contributions.
Twitter: Provides regular engagement and links, on all manors of relevant subjects such as project status, organisation events, interesting facts.
Throughout all social media platforms thankyou™ engages with customers in an honest and Interesting dialogue (Kaplan & Haenlein, 2010) representing the character and values of the brand.
In 2013, seeking to expand their products accessibility, thankyou™ enlisted the help of its consumers to convinced Australia’s supermarket giants Coles and Woolworths to stock the products.
The campaign was an over welcoming success consisting 1000 of user driven appeals posted online.
We should praise the innovative efforts of thankyou™ for successfully employing social media and allowing everyday people to participate and comprehend the meaningful impact their choices make on the lives of those less fortunate.
Thank you, thankyou™.
- Kaplan, A.M., & Haenlein, M. (2010) Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53, 59—68.
- Mangold W.G., & Faulds, D.J. (2009) Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357—365.