Creative Campaign Strategy
Relate Bracelets is a 100% not-for-profit South African social enterprise that makes and sells beaded bracelets to provide local employment and support credible charities. Relate has numerous corporate and retail partners that support their incredible efforts to support those in need.
Relate tasked Branduo to find a creative solution for driving greater, sustainable sales of Relate bracelets through one of their primary partners,Protea Hotels by Marriott. The decision was taken to launch a strategic campaign at a single property – Protea Hotel by Marriott Kruger Gate – and use this as a case study for other hotels within the portfolio.
Branduo met with the hotel’s staff and conducted in-depth research to understand the key barriers to bracelet sales on-site. Numerous, valid challenges were raised, and the resulting creative strategy recommended simple yet innovative solutions for their resolution.
One of the key outcomes was the introduction of a foundation that focuses specifically on uplifting the hotel staff’s local communities. This virtuous cycle is designed to increase the motivation of staff who recognise that the more bracelets they sell, the greater the benefit for their own community. A second major focus was the creation of a custom kiddie’s range of bracelets, designed to appeal to the international travellers seeking a memento of their trip to gift their children and grandchildren back home. The bracelets are in fact one-size-fits-all and can be purchased as a gift pack of 10 mixed bracelets.