Global brand chooses Taurus for content strategy
NYSE listed brand Avery Dennison sets the global industry standard in vinyl graphic design and automotive wrap graphics. From architectural design to vehicle wraps and fleets, their graphic solutions promote creativity and deliver on some of the highest performance products in the market.
With 105 employees in Australia, the company operates as an importer, manufacturer and retailer of pressure sensitive, self-adhesive products across two categories – Paper and Film. Driven by quality and innovative solutions, Avery Dennison’s products can be seen across a wide range of industries including – Food and Beverage, Beauty, Home, Automotive, Electronics, Industrial and Pharmaceuticals.
In Australia, Avery Dennison products are distributed via a B2B channel distribution strategy with relationships across approximately 6,000 distributors across Australia including GAMart, HVG, Conect and Ball&Doggett who sell to end user customers such as signage shops and the auto aftermarket.
Taurus injects fresh new ideas with social strategy & community management
In a bid to continuously engage and capture both distributors (B2B) and consumers (B2C) who are avid fans of graphic solutions, Avery Dennison have for years leveraged the power of Facebook.
While the local Avery Dennison team was able to successfully capture this audience and engage with them, the challenge they faced was in growing the Facebook audience. So they were looking for a comprehensive strategy to weave in fresh new ideas outside of the regular scheduled post of imagery and video content.
Avery Dennison engaged TaurusSocial© for a full spectrum social media strategy, content management and community management for the ANZ Facebook page – Avery Dennison Graphics Solutions Australia & New Zealand. This includes producing a monthly content calendar, scheduling posts, managing advertising spend, ongoing monitoring and responding to all community messages and enquiries.
TaurusSocial© drives successful user generated content
Avery Dennison’s Facebook followers are highly active and often engage with the content. In a bid to continue this momentum, while at the same time attract new followers to the page, Taurus created a series of creative campaigns to help build the brand and garner more followers.
One of the most successful and iconic campaign till this day was Fan Friday. Fan Friday is a user-generated content campaign initiated by Taurus and Avery Dennison to rally followers to submit their work using Avery Dennison’s products. The majority of submission come from all over Australia and New Zealand, most often from key target audiences such as automotive garages, signage shops, installers, and converters.
The chosen submissions will then be shared to the page each Friday to showcase the creativity from customers and quality of Avery Dennison products. Shops and creatives are tagged, and Avery Dennison products highlighted.
Month on month, Fan Friday comes up top across all organic posts, attracting new and like-minded followers who are avid graphic solutions fans. This user-generated campaign also allows Avery Dennison to build lasting relationships online with their base of automotive garages, signage shops, installers, and converters.
Taurus drives Avery Dennison’s first Facebook competition
In mid-2019, the marketing team was on a mission to drive more subscribers to its monthly e-newsletter, Avery Dennison [INSIDER]. To help the team generate these new leads into their database, Taurus recommended going directly to the already growing fanbase on Facebook.
Taurus strategised and executed Avery Dennison’s first ever Facebook competition program, targeting the 5,500+ audience to subscribe for a chance to win attractive prizes!
The objective was to create an engaging competition for customer and followers to drive direct newsletter subscriptions. Taurus developed the mechanics of the competition, created content, and managed all creative visuals as well as end to end management the entry, winner selection and community management processes.
Taurus also ran the strategic advertising plan for all content surrounding the competition to reach a wider audience and gain more entries. The results – over a span of slightly over 2 weeks, Avery Dennison added over 300 names to their database, over 40% of entrants were direct and key target audience.
“I appreciate the Taurus team proactiveness, creative ideas as well as the local perspective. We always have great discussions to get the best campaign results as well as the best customer engagement in mind. Thanks, Taurus team!”
Elle Cheng, Marketing Manager Avery Dennison Graphics Solutions
Avery Dennison continues to grow with TaurusSocial©
Avery Dennison continues its partnership with Taurus to build its Facebook presence in the ANZ market. Since the partnership, the Avery Dennison Graphics Solutions Australia & New Zealand Facebook page has gained over 700 new followers, an 11.78% increase in page likes!
In the period from December 2019 – May 2020, we recorded a higher than industry standard engagement rate of 7.7076% and a 100% response rate which goes to show that the community management component is actively attended too.