The article is from the WeChat public account: FAN Yang (ID: beingmorehuman) , author: Fan Yang, from the chart title: video screenshot

There are some brands in the world, and their products are the stories behind them. When you understand their stories, you will feel excited and want to act immediately. Patagonia, Nike and TOMS shoes are all such brands. Today, let ’s share the story of a niche brand: Thank You. From Australia.

Thank You. Now has 55 different products. It is a brand with many loyal users from personal care to mother and baby products. Some people say that they are the “Apple Company” in the Australian personal care brand. But they started as a social welfare enterprise selling bottled water.

In 2008, the young Australian Daniel Flynn realized two problems:

1. There are more than 900 million people worldwide without clean water, and children are killed every day.

2. The rest of the world consumed $ 50 billion in bottled water in 2008, and today the figure is $ 100 billion.

Daniel Flynn was only 19 years old. He thought that bottled water was a very stupid invention of human beings. But he had a “daring and naive” idea:

Can you turn bottled water sales into a way for the poor to drink clean water? (Buying water and funding water) .

He wants to produce a bottled water and use 100% of the profits to create a foundation that provides clean water.

He told his friends about this idea, and his senior told him, “You have entered the Coca-Cola market. What innovation can bottled water have? It doesn’t sound sexy.”

Daniel Flynn did not give up the idea, “What if this idea works?”

So he found his college brother, Jared Burns, and his girlfriend, Justine Flynn, at the time (now his wife) , Three first-year college freshmen registered a brand called Thank You. (there is a period in the brand name.) .

At that time, they had no funds, no business experience, no knowledge of the supply chain, and no brand marketing. They searched Google for “how to create a bottled water company” and used the trademark “Thank You.” .

Use social networks to prove in advance that consumers have this need

Traditionally, a large channel needs to see a new product on the market to prove that it is a good brand and sell well before it has the opportunity to enter their channel. So Thank You.Water decided not to follow the regular route, and decided to put all their bets on the main channel of winning the 711 convenience store. They used the power of social networks.

Two weeks before the meeting with the head of the 711 selection in Australia, the founders posted a video on Facebook calling on their customers to leave a message on the official Facebook page of 711 or take a video of themselves to prove to 711 See how much they love this brand. If 711 is listed on Thank You. Water, they will come and buy it.

The two founders, who were only 20 years old at the time, still looked awful in the video. You can see this video on the tubing: https://youtu.be/LKtuYaZPeEQ

As a result, this video has become popular. In just one day, their clients took a lot of videos and posted them to 71.On the 1 homepage, an Australian national television station also invited them to the show. So on the day they met with 711, the meeting went well, and they liked the product and the concept and the way the founders proved themselves.

Extending from bottled water to personal care and food

After the success of the 711 campaign, the Thank You team felt unprecedented confidence in the past three years, so they decided to expand the product from bottled water to the field of food and daily care products, because with the same “100% profit donation “The public welfare model, they feel that there are still many problems in the world that are worth solving.

At this time, the brand has been established for 5 years, they have received the support of 711 convenience chain, and there are extensive reports from many well-known Australian media, but they have not knocked on the door of traditional offline retailers. You know, Australia’s two largest supermarkets: Coles and Woolworths, occupy 70% of the national offline retail market share. So Thank You. While secretly carrying out product innovation and development, they think that the product must be better than the products on the market, and on the other hand, they plan to come up with their killer: launch a cool to no Videos of friends.

No one has brought two competitors together to produce the same video. Thank you. That’s it. They once again called on their users and friends to leave messages on the Facebook pages of the two supermarkets, telling them that we will definitely buy and buy as long as you are on the shelves.

Please enjoy the Coles + Woolworths Campaign they launched. This is the most infectious advertisement I have seen recently. You will like it.