Social Traders

It’ll never catch on - or will it?

The biggest brand challenge with Social Traders was explaining what the hell they do. In a nutshell, they are Tinder for business, matching social enterprises (businesses with a charitable or sustainable model) and big ol’ corporates who need to do better - ‘cos its 2023, baby!

To relaunch Social Traders’ new brand, we devised a campaign aimed at the big corporate fish and their big corporate egos, urging them to “catch on” to using social enterprises as more ethical suppliers - before their competitors do.

What I helped with

  • Campaign conception

  • Campaign strategy

  • Video storyboarding

  • Scripting

  • Key messaging

  • Social media strategy

Appealing to ego with humour

We used reverse messaging, “It’ll never catch on”, and paired it with groundbreaking inventions like air travel, computers and the mobile phone, which were doubted in their initial phases - but have since very much “caught on”.

We then framed social enterprise similarly and urged the big fish not to get left behind.

The results

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