Brand identity design
Vision setting
Campaign strategy
Digital video production
Year-over-year membership increase
Click-through rate
(vs. industry benchmark of ~0.3%)
When you think about it, the idea of “home” is more powerful than the actual place. Home is something we carry with us wherever we go. Advance, The Global Australian Network embodies that concept. They’re a government funded nonprofit that connects Aussies professionally who are now living abroad. We’ve been working with Advance for couple of years to build a brand that properly expresses this idea, but now was the time to help grow their brand with a proper campaign.
WHAT WE SAW
There’s a funny thing about hometowns where you tend to love them more after you move away. It’s almost nostalgic. We saw an opportunity in that. Advance needed to attract a younger and more digitally-savvy audience. So, rather than attempt to appeal to ex pats with flowery language about signing up to maximize their professional networks, we showed them something that will always get them to pause: iconic images of their home and a powerful story about what it means to be Australian.
The true brilliance of BnB's work was in their dedication to inclusivity and collaboration. Every member of our team—regardless of experience level—was actively involved in the branding process. Their expert guidance and coaching not only made the project deeply engaging but also turned it into an invaluable professional development opportunity.
The response from our board was overwhelmingly positive, with members particularly appreciating the chance to provide feedback at a pivotal stage and seeing their input reflected in the final assets and messaging.
WHAT WE DID
We got to work building a visual and verbal brand identity with an associated campaign that built upon the brand equity already in place. We created a library of brand assets that could live and breath in both the digital and real worlds. We created rich video content for both the Advance Gala Dinners and other in-person events that were critical in driving awareness of Advance to both members and donors. We knew that since the Advance focus is on professional Australians either working oversees or returning home, that LinkedIn would be a critical platform to leverage in driving the core brand message and value exchange home. As a non profit, being budget savvy was key so we got smart about targeting in order to garner the biggest return on investment. Not a lot of people put “I used to live in Sydney” in their bio. Our solution was to target people who currently resided in the US but went to university in Australia—making a better-than-educated guess that the majority of people who were seeing our videos had at least lived in Australia for a time.
As a result, Advance saw a YoY membership increase of 6X over the span of the campaign and a stunning CTR of 1.1% (industry benchmark is ~0.3%). As we continue to dream up what’s next for Advance and the idea of home, we’ll aways keep one thing in mind: find something that really matters to your audience. And if you do that, and do it well, they will pay attention.
