F.Y.I.

TCO extends Pure Blonde relationship

Social agency The Conscience Organisation has renewed a contract with client Pure Blonde that will extend the relationship for another 12 months.

The announcement:

Pure Blonde has renewed its partnership with social agency, The Conscience Organisation (TCO), for another 12 months effective immediately. This follows on from an initial 18 month agreement during which the agency helped Pure Blonde become the most ‘social’ beer brand in Australia.

First engaged in late 2010, TCO’s brief was to make Pure Blonde the number one Australian beer brand on Facebook. In 2012, the brand now boasts the largest Facebook community of any Australian beer brand growing its fan base from around 7,000 in 2010 to more than 138,000 today.

Inheriting the fan-run Facebook page, Pure Blonde and TCO implemented a strong social media strategy from the outset. Activity has included big ‘social ideas’ such as an interactive digital movie launched exclusively to Facebook fans as well as tactical online advertising and Facebook-only promotions to reward fans.

Clive Coleman, Pure Blonde’s Group Marketing Manager, said the brand continues to focus on a sustained two-way communication with those who love the beer.

“As a business, investing in social media was new for us but working with TCO has been very rewarding and we’re proud to be exceeding industry benchmarks.”

Clive Burcham, TCO Founder and CEO, said the agency is excited to continue the relationship with Pure Blonde and take the brand to the next level within the social media space.

The results generated for Pure Blonde don’t start and end on Facebook. We’ve exploded Pure Blonde out of Facebook and made the brand participate more broadly with consumers online. It gives Pure Blonde a greater share of the conversation compared to other Australian beer brands,” explained Burcham.

For 2012, TCO has been tasked to grow Pure Blonde’s online presence and engagement with consumers. The brand will continue to focus on Facebook with additional engagement driven through YouTube, online advertising and the launch of Pure Blonde’s first dedicated website pegged to go live later this year.

Source: press release

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