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Creating a strategic launch for success

About the Client and their Problem

Sounds Sydney is a national coffee distribution and hospitality venue by renowned coffee roasters The Little Marionette. 

In 2020, it was preparing to launch its much-anticipated flagship eatery in the newly opened Chau Chak Wing Museum at the University of Sydney. 

Following the easing of COVID lockdown restrictions, the cafe needed to quickly build up a presence to promote their business and quickly communicate with their audience and customers. 

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Delivered Strategy

A successful launch has multiple components and needs to be tailored to the environment, target audience and business goals. 

For Sounds Sydney, we began the customer journey before the venue’s official launch to build brand awareness and hype. We leveraged this traction when the eatery was open, accelerating the localised brand saturation with a customised influencer campaign resulting in high quality UGC (User Generated Content). 

Sounds Sydney boasts an eclectic mix of architecture, art and history, featuring a first-century marble sculpture of Hermes, a 16th century Flemish oil of Adam and Eve and even 40 wall panels of dirt specimens from across Sydney. 

The business wanted to highlight these unique elements through its social channels and capture the character and importance of the space, the personality of the brand and the amazing food and drink offerings. 

Each piece of content was designed with this goal in mind. In addition, every agreement with external creators had detailed instructions with specific brand guidelines, conditions and deliverables.

RESULTS

The digital launch successfully created the desired hype, which led to organic PR (unpaid) opportunities. Within its first month of opening, Sounds Sydney was featured in the Good Food Guide and other leading industry publications. 

The creative collateral created for the café was used in additional marketing efforts and taken up by several channels. 

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How we delivered this

  • Focus Content Planning Package
  • Content Creation Package
  • Branded Photo Shoot Package
  • Influencer Add on