Our long-term client, Spiderman SE, reached out to us to assist them in launching their “Go Pink In June” campaign, which supports the National Breast Cancer Foundation (NBCF). The campaign aimed to promote a pest control dusting treatment while raising funds for breast cancer research and supporting a cause that resonates with many, especially Spiderman SE co-director Sarah Cutting.
The campaign’s goal was to raise awareness about breast cancer and generate donations through Spiderman SE’s pest dusting service, offered at a special price of $110. For every service booked in June, $50 was donated to NBCF.
We were entrusted with creating a comprehensive and impactful campaign that would resonate with Spiderman SE’s audience across multiple channels, driving bookings and donations. The success of this campaign can be attributed to a well-planned strategy that benefitted from the existing relationship between Spiderman SE and Quisk Design, allowing for seamless execution.
Campaign Strategy and Execution
Brand Development in Adelaide
Logo Design Update
One of the campaign’s most significant visual elements was the temporary update to Spiderman SE’s logo. Quisk Design creatively modified the logo to depict Michael, the logo character, wearing a pink hat. This seemingly minor visual change symbolised Spiderman SE’s commitment to the cause and was used consistently across the website, social media, and other promotional materials.
Website Enhancements
The Spiderman SE website was updated to align with the campaign’s theme. Adelaide web developers Quisk Design replaced all red elements with pink, creating a visually cohesive experience that reinforces the campaign’s message throughout the site. A dedicated page was also added to the website, detailing the support for NBCF. This page featured Sarah’s personal story - a narrative that connected emotionally with visitors, emphasising the importance of the cause. The page included a call to action for customers to book the pest dusting service, with an option to donate directly to NBCF via Spiderman SE’s fundraising account. This page is now a permanent addition to the website and ensures that Spiderman SE’s support for NBCF extends beyond the campaign’s duration.
Social Media and Online Advertising
Social Media Integration
Quisk Design updated Spiderman SE’s Facebook and Instagram profiles, incorporating the Pink Ribbon and text identifying Spiderman SE as a Pink Partner of NBCF. This branding development was complemented by a series of organic posts promoting the campaign. The posts highlighted the special offer and the donation component, encouraging followers to participate. A key element of the social media strategy was a Meta Ad that directed traffic to the newly created NBCF page on the Spiderman SE website. The ad was designed to target Spiderman SE’s local community, maximising the relevance and impact of the Meta campaign.
Video Content
Knowing the impact of video, Quisk Design recommended that Spiderman SE create a short video promoting the “Go Pink In June” campaign. The video featured Spiderman SE’s leadership discussing the campaign, the importance of supporting NBCF, and encouraging customers to book the pest dusting service. This personal approach added authenticity to the campaign, making it more relatable and engaging for viewers.
Community Engagement
Partnership Activation
Leveraging Spiderman SE’s existing partnerships with local organisations, Quisk Design encouraged these partners to promote the “Go Pink In June” offer through their newsletters and social media channels. This extended the campaign’s reach beyond Spiderman SE’s immediate audience, tapping into a broader community network. Additionally, Spiderman SE staff wore pink-branded caps throughout June, and pink accents were added to the corporate vehicle signage. These visual cues served as constant reminders of the campaign, creating a sense of unity and purpose among the staff and the community.
Print Media
Local print media, the Mt Gambier Times, printed sponsored advertorials promoting the campaign coverage. The advertorials provided additional exposure for the campaign and reinforced Spiderman SE’s role as a community-oriented business that cares about important causes.
Email Marketing
E-newsletter Campaign
Quisk Design modified Spiderman SE’s e-newsletter template as another touchpoint to promote the “Go Pink In June” campaign. The e-newsletter featured a dedicated section that highlighted the campaign’s objectives, shared Sarah’s story, and included a direct link to the NBCF page on the website. This ensured that Spiderman SE’s existing customer base had easy access to participate in the campaign. Five bookings were made on the first day the email was released!
Benefits of an Existing Client Relationship
The success of the “Go Pink In June” campaign was greatly assisted by the long-standing relationship between Spiderman SE and Quisk Design. As an existing client, Spiderman SE benefited from Quisk Design’s understanding of its brand development in Adelaide and South Australia, their business objectives, and target audience. This familiarity enabled Quisk Design to execute the campaign with precision and efficiency.
Streamlined Communication and Execution
The team at Quisk Design was already well-acquainted with Spiderman SE’s brand voice, design preferences, and operational processes. This allowed for quick decision-making and swift implementation of the campaign elements, ensuring the project stayed on schedule and within budget.
Consistency in Branding
Because Quisk Design had previously done the brand development in Adelaide and maintained Spiderman SE’s brand for a number of years, we could seamlessly integrate the “Go Pink” theme into existing brand materials without compromising on brand integrity. The updated logo design, website design, and social media profiles maintained a consistent look and feel, which is crucial for building brand recognition and campaign familiarity.
Enhanced Flexibility and Adaptation
The existing relationship allowed for greater flexibility in adapting the campaign as it progressed. Quisk Design could quickly pivot and implement changes to optimise the campaign’s effectiveness if adjustments were needed based on real-time performance data or feedback.
Results and Impact
The “Go Pink In June” campaign was successful on multiple fronts. The combination of strategic planning, creative execution, and client-agency collaboration resulted in a campaign that not only met but exceeded its objectives.
Increased Website Traffic
The campaign led to a significant increase in website traffic, particularly to the newly created NBCF page. This was a direct result of the targeted Meta Ad and social media efforts that drove users to the site.
Social Media Engagement
The organic and paid social media content garnered an increase of 13% more engagement than the previous month. The video content, in particular, was widely commented on, amplifying the campaign’s reach and impact within the community.
Fundraising Success
The campaign successfully raised a substantial amount for NBCF through the pest dusting service bookings.
The “Go Pink In June” campaign is a testament to the power of a well-executed, cause-driven marketing strategy. Quisk Design delivered an impactful campaign that aligned with its client’s brand values. Integrating digital, print, and community-based strategies ensured that the campaign reached a wide audience, driving awareness and action.
We look forward to doing it all again in 2025!
