Australian social enterprise company Thankyou is newly launched in New Zealand with a strong narrative of charitable giving and a range of affordably-priced personal care products. But first, it wants customers to literally go above and beyond to promote it.
Thankyou’s personal care products were launched on Friday and are available at Foodstuffs’ New World, Pak’n Save and Four Square outlets. The Thankyou baby range will follow within a few months, and the rest of the 34-product-strong range is listed as ‘coming soon’.
Instead of committing funds to a traditional marketing campaign, Thankyou has instead mobilized its social media following to boost its sales in supermarkets over the next 13 weeks by purchasing its products; promoting the products; and gifting Thankyou products to a minimum of two people.
Other promotional activities Thankyou suggests include:
- Create a song or skit about Thankyou and post on social media.
- Fly a ‘Thankyou’ banner from a helicopter, crane or significant building in your closest capital city.
- Get Thankyou into your local café and supermarket.
- Put on your own Thankyou launch party.
- Take Thankyou viral on social media.
- Make Thankyou bumper stickers and hand them out to all your friends.
- Add Thankyou to your email signature.
- Find a way to share Thankyou with the All Blacks and get them on board.
- Get iconic New Zealand businesses like Air NZ to promote Thankyou on their social channels.
- Get your university café and stores on board.
- Take a shelfie (a selfie at the supermarket shelf) with Thankyou products and share online.
Its website also offers a letter template for shoppers to download and send to retailers who don’t yet stock the Thankyou range.
First Retail chief executive Chris Wilkinson says he hadn’t previously heard of Thankyou, but praised it as a great concept. He notes that New Zealand brands have been much quicker than their Australian counterparts at developing hybrid business models where commercial and social success is balanced, saying that this means Thankyou may have less traction in the Kiwi market than across the ditch.
Retail X founder and retail strategy director Juanita Neville-Te Rito says she, for one, will switch “practically all” of her own shopping to Thankyou products in their categories.
“The product performs, and I get to help change the world buy buying the product. They cracked the perfect value equation of right price, right performance and a genuine drive to change the world.”
Neville-Te Rito says Thankyou competes effectively against national best FMCG products in Australia, and says the brand will impact both supermarket private label competitors and national brands such as Colgate-Palmolive, Kimberly-Clark and Frucor.
“Who wouldn’t want to switch to a product that performs at a competitive price if you can helps support these global leaders of change?”