Tracksuit

The brands who are tracking their way to the top 🔥 We're proud to work with some of the best in the business across a range of verticals, from skincare, to furniture, to banks, to bookstores. These are some of the epic businesses we count as part of the Track team (plus some brands that we've been keeping an eye on) 🏃 Ready to stop warming the bench and get onto the field for 2024? Our inbox is open 👋

In the land down Under, Aussies aren’t just throwing shrimp on the barbie; they're also stashing cash for the golden years with superannuation, and Aware Super is shining brighter than a pot of retirement gold! From May '23 to Apr '24, Aware Super has surged faster than a retiree racing to a bingo tournament, experiencing an 8% increase in awareness, from 26% to 34% 👀 Consideration has also jumped by 5%, from 10% to 15%, on its way to retirement gold!! Want to find out what juicy data we have on your brand? Hop into our DMs (we won't tell) 🤫

What role will brand play in a world automated by AI? 🤖 Tracksuit's Co-CEO and Co-Founder Connor Archbold jumped on HubSpot’s Unconventional Business podcast with Kat Warboys to explore the twists, turns and triumphs of building a fast-growing tech business. Some of the ground covered included the importance of measuring brand investment over time, and Connor's hypothesis of how AI is going to impact brand in the future (spoiler: when the barrier to launch new products and content is low, brand is the only thing that matters!) Have a listen of the full episode via the 🔗 in the comments 👇 A huge thanks to our friends at Hubspot for having us along on their podcast!

🗞 Tracksuit in the news 🗞 Our People Lead Christine van Hoffen had a chat with Stuff about the conversations our pay transparency policy has opened up within our team, and how this has helped achieve Tracksuit's 0% gender pay gap in like-for-like roles. This means staff working in the same role are paid the same, regardless of gender 🙌 We're extra proud of this considering recent research from recruitment specialists Robert Walters found 88% of workplaces discourage salary discussions. We've also done a lot of work on our unadjusted pay gap, company wide. In May 2022, our median pay gap was 29.4% and as of May 2024, our median pay gap was down to 17%. According to WGEA, in 2024, the industry median pay gap for for Australian tech companies (info, media, telecomms) is 22.5%. Check out the full interview via the 🔗 in the comments 👇

What makes a dull ad? 🤔 Adam Morgan, an eatbigfish Partner and Brand & Marketing Consultant, says put simply, they don’t appeal as much to the viewer’s emotions: they’re primarily fact-based and logical. Adam created the Dull-o-Meter, which is 5 questions your team can use to rate how well you’re doing on connecting emotionally with people through brand marketing. This includes asking, how well are we doing on: 📢 Meeting people where they care and speaking to them in their language? 😱 Denying the audience’s key assumptions and surprising them? 💜 Using emotion, drama, and humor instead of a fact-based, rational approach? 📸 One of our favourite campaigns by SURREAL. Check out the full guide via the 🔗 in the comments 👇

Te Wānanga o Aotearoa is acing their awareness exam 🎓😮💨 The New Zealand education provider offers a uniquely Māori learning environment for everyone, including Māori (the indigenous people of New Zealand), the people of Aotearoa and the world. More than 35,000 students are educated nationwide by the tertiary institution each year. Tracksuit's data shows that Te Wānanga o Aotearoa grew awareness by 9% with New Zealanders from February 2024 to May 2024, while consideration also lifted by 4%. These are big strides in growth – we love your work! 💪

Sydney brand leaders dinner ✨ We got some of the best Australian brains in brand marketing in a room together to swap insights and advice over some Tracksuit-themed cocktails (purple, ofc). We love to see this community growing, with marketing leaders from Mad Mex Fresh Mexican, Naked Life Non Alcoholic Spirits, Eucalyptus, Pepper Money ANZ, Bayer and Randstad sharing some of incredible campaigns they're working on and the challenges they're facing with the group. One of the big themes of conversation was the current business landscape and "doing less with more", but it was comforting to hear so many have this shared experience. Check out some of the snaps from the night caught on film below. New York, you're up next! 💜

Our cunning scheme to kit out the Track team in these creations at Cannes Lions International Festival of Creativity was foiled by slow couriers 😩 Understandably, James Hurman, Matthew Herbert and Isaac Cerecke are breathing sighs of relief, while our marketing team is slightly devastated. But hey, let's not let these masterpieces go to waste! Should we have our team recreate the iconic Trumpet New Zealand ad, 'togs togs, undies,' in the streets of New York and London? Video linked in comments 🔥 Throw your support behind us in the likes and comments, and if we hit 250 likes, we might just make them do it 😈

How challenger brand FUNDAY is using Tracksuit to win 🚀 FUNDAY™ Natural Sweets are pitched as a healthier alternative to the sugary products in the lollies category. They use real ingredients like tapioca starch, natural stevia leaf and chicory root fibre to provide a naturally sweet flavor. As a growing brand in a category where the competition invests heavily in marketing, FUNDAY needed to be strategic about how to deploy its resources. By examining specific geo and demographic segments on Tracksuit, FUNDAY developed a targeted campaign geared towards key audiences and locations in Australia 🇦🇺 "We knew that we needed to be pragmatic in our approach. Using the Tracksuit data helped give us a clear indication of where it made sense to push hardest," Founder Daniel Kitay says. The results are paying off – according to Tracksuit's data, in 2024, FUNDAY's has seen awareness increase by 6% with those aged 18 to 44-years-old 🔥 Check out the full case study via the 🔗 in the comments 👇

Brand Breakfast recap 🥣 Despite a cold, dark start, the people of Auckland turned out in droves earlier in the week to hear from our Growth legend, Hannah Bryan, and Stanley Henry at The Attention Seeker over some Flight Coffee. Hannah spoke about making performance marketing and brand building work together in unison by building consideration (seeing as Tracksuit research shows most consumers only consider 2 to 3 brands at one time). Stanley talked to looking at brand in a new way and exploring how identity goes beyond a logo, including individual team member's personal brands, and shouted out YOUKNOW Clothing and Hairification Haircare as brands with unique campaigns and approaches. The vibes were high, and our guests brought the energy to our HQ despite an early start. Thanks to Aotearoa's brand and advertising community for showing up 💜 Check out some snaps below 👇