An integrated brand campaign for today’s business

Challenge

Australia’s small and medium-sized businesses have varied printing and labelling needs. Our task was to strengthen Brother’s position as the printing brand of choice by showing SME owners and decision-makers how its range could support different types of businesses, with a fresh approach that moved beyond the product-led advertising typical of the category.

Solution

We created “Made for today”, an integrated brand platform built around a simple idea: whatever your business, Brother has a solution made for you. The campaign brought different working environments to life through vibrant, bespoke sets, from home offices and retail spaces to trades and other small business settings. We developed the creative platform and managed production across the campaign, including two lead films showcasing Brother’s printers and labellers in action.

The campaign rolled out across digital outdoor, YouTube, Facebook, Instagram, LinkedIn and a partnership with The Guardian, targeting SME owners and decision-makers. Digital outdoor placements targeted office towers, while short-form video and sponsored social content reached business and technology audiences. The Guardian partnership included display advertising, sponsorship of its Guides to Businesses Doing Well content and podcasts.

Results

Independent post-campaign research showed stronger brand appeal and believability, strong campaign recall among SME audiences and positive engagement among printer decision-makers. Regarded as one of Brother’s strongest campaigns in years, the work helped strengthen Brother’s position in the business printing category and drive category-leading awareness.