Gumtree

Needing to grow the business still further, this global lifestyle brand wanted to be known as the number one destination for anything anyone needs in their life. Polkadot Communications got the job done.

 

wtfdivi014-url3

Executive Summary

Known for the place to buy, sell, swap; Gumtree is an online haven for everyone wanting to trade or connect with others in their area.

Gumtree required a strategic PR campaign to promote the brand positively.

The Challenge

Gumtree.com.au is a local online community. Launched in Sydney in 2004 after its overwhelming success as a London-based classifieds website, Gumtree Australia has quickly become an extremely popular site in Australia, attracting over one million unique visitors per month.

Polkadot Communications was hired by Gumtree to grow their brand awareness, implement tactics to engage their community members, host events to reward customers, and promote their brand as the website you go to for everything you need to live your life.

wtfdivi014-url3

To put a face to the site, providing tips and information about how to best utilise Gumtree.

wtfdivi014-url3

To build trust and recognition as the online go to site for everything you need in your life.

wtfdivi014-url3

To provide simple safety tips on how to engage with buyers and sellers on Gumtree for a positive user experience.

Our Solution

wtfdivi014-url3

Step #1

Polkadot Communications held numerous community events to engage with the consumer, including Australia’s Biggest Yoga Class (three times at Bondi Beach, attracting crowds of over 1000 people at each event) and a Battle of the Suburbs trivia event as well as a City2Surf event.

wtfdivi014-url3

Step #2

Developed consumer survey stories, with statistics commissioned by Gumtree.com.au that positioned the brand as thought leaders in areas such as rentals and employment.

wtfdivi014-url3

Step #3

Managed a full crisis PR program including the development of key messaging and client media training and coaching.

Results

Polkadot Communications devised a strategic campaign that positioned Gumtree as the ‘go-to’ site for buying, selling, trading goods, and became a household name for connecting people in the community.

Through an online and offline PR campaign as well as a series of interactive events, Polkadot Communications exceeded our client’s expectations.

Campaign Stats

  • Month #1 – Clippings 36% 36%
  • Month #2 – Clippings 57% 57%
  • Month #3 – Clippings 61% 61%
  • Month #4 – Clippings 76% 76%
  • Month #5 – Clippings 84% 84%
  • Month #6 – Clippings 93% 93%

%

Statistic #1

%

Statistic #3

%

Statistic #2

%

Statistic #4

Take a look at our some of our other great success stories...

Client Love

Gumtree

“The Polkadot Communications team are passionate, energetic and great PR partners. They were always proactive and were always just a phone call away if we needed help.

“They helped us chart our way through difficult PR issues, and helped us engage with our community through the PR events they organised.

“Polkadot Communications' support helped Gumtree.com.au grow from a small start-up classifieds site to one of Australia’s leading classifieds sites, with over one million people visiting it every month.

“Thank you, Polkadot Communications team!”


Brian Shanahan, General Manager, Gumtree.com.au

Polkadot Communications, Public Relations, Social Media Management, Event Management, Digital Marketing
5.0
2017-07-11T16:02:02+00:00

Brian Shanahan, General Manager, Gumtree.com.au

5
1

FREE Communications Strategy Review

Would you like to know what our Director and communications expert, Dionne Taylor, thinks about your brand and if strategic communications could grow your business?

Let's take the first step together and book a free 30-minute consultation.

FREE Communications Strategy Review

Would you like to know what our Director and communications expert, Dionne Taylor, thinks about your brand and if strategic communications could grow your business?

Let's take the first step together and book a free 30-minute consultation.

More great results... 

wtfdivi014-url3

Contact Us

Sydney Office

POLKADOT COMMUNICATIONS

T: 02 9281 4190
F: +61 2 8569 0348
E: [email protected]

ADDRESS:
Suite 104, 282-290 Oxford Street,
Bondi Junction,
Sydney,
NSW 2022
Australia

Latitude:
33 deg 53 min 27.038 sec S
Longitude:
151 deg 14 min 42.219 dec E

Polkadot Communications

Suite 104, 282-290 Oxford Street,
Bondi Junction,
Sydney
NSW 2022
Australia

 

282/290 Oxford St, Bondi Junction NSW 2022, Australia
Polkadot Communications

Suite 104, 282-290 Oxford Street,
Bondi Junction,
Sydney
NSW 2022
Australia

 

Direction
Polkadot Communications

Suite 104, 282-290 Oxford Street,
Bondi Junction,
Sydney
NSW 2022
Australia

 

282/290 Oxford St, Bondi Junction NSW 2022, Australia
Polkadot Communications

Suite 104, 282-290 Oxford Street,
Bondi Junction,
Sydney
NSW 2022
Australia

 

Direction
wtfdivi014-url3

Contact Us

Canberra Office

POLKADOT COMMUNICATIONS

T: 02 9281 4190
F: +61 2 8569 0348
E: [email protected]

ADDRESS:
PO Box 7418
Fisher
ACT 2611
Australia

Stay Connected

Connect with us on your favourite social network. See you there!

Pin It on Pinterest