Australian tech startup Cardly has successfully delivered messages of thanks in the form of greeting cards from people around Australia to our veterans and their families in the lead up to Anzac Day.
The PR and influencer marketing campaign, spearheaded by Maven PR and The Right Fit, drove awareness for the beautiful initiative, enabling Cardly to raise thousands of dollars for veterans charity Legacy and deliver cards to veterans and their families, in lieu of cancelled Anzac Day events.
Cardly has built technology that allows people to select and write in a greeting card on their PC or Mobile, which Cardly then prints and posts. Each card is designed by an independent artist and the message looks handwritten, allowing beautiful cards to be delivered in a completely safe way under current COVID-19 regulations.
Cardly’s talented artists generously donated their time to create bespoke designs for the Anzac Day cards. Using planet friendly stock and planting 5 trees for every 100 cards sent, Cardly offers an eco-friendly card delivery service. Templates were set up to guide messaging of Anzac Day cards sold for $4. Messages included famous Anzac quotes as well as messages of gratitude.
Maven PR drove publicity results for the project across digital, print and broadcast, with a campaign reach of over 11.9 million. Engaging 31 influencers from The Right Fit who volunteered for the Anzac Day initiative led to a total social media reach of 549,096. Using the platform’s Contra feature enabled Cardly to connect with influencers around Australia with a short two week campaign turnaround.
Whilst the campaign was a huge success, arguably the biggest achievement was all the wonderful feedback shared from the families of veterans, for example: “My 89 year old mother received a card through the Anzac Day veterans/Legacy programme. She was really touched and wanted to write back to the family… Congratulations on a wonderful idea and initiative.”
Cardly CEO/founder Patrick Gaskin said: “We wanted to bring the Australian community together during this hard time, to honour veterans and their families in the lead up to Anzac Day. It was more important this year than ever before to show our gratitude to our fallen heroes and those who fought for our country. We wanted the initiative to serve as a reminder that a few months of reduced freedom to keep Australians safe, is nothing really compared to what our military community has given up to keep us safe.”
Maven PR founder and director Sophie Muir commented: “During unprecedented and difficult times like these, it’s refreshing to see positive stories in the news. We are so thrilled to have contributed to this wonderful project that brought smiles to the faces of many isolated veterans and their families, particularly during such a hard time for the industry. ”
Taryn Williams, CEO and founder of The Right Fit added: “We know consumers are spending more time than ever on social media and accessing influencer content, so it’s a great time for brands like Cardly to leverage influencers and their platforms. This is exactly the kind of campaign our contra offering on The Right Fit is designed for.”
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