Tabcorp is a world-class, diversified gambling and entertainment group focused on building a sustainable future for gambling entertainment while making a positive impact. Each year Tabcorp operations return billions of dollars into the Australian community through the racing industry and venue partners.
Swanky Socks collaborated with TAB to deliver the ‘TAB Stock Stable’ campaign, our most successful campaign to date. The goal of this campaign was to raise over $100,000 for the care of retired racehorses. Seven past and present greats were represented and immortalised through various designs, featuring:
- Alligator Blood
- Apache Cat
- Black Caviar
- Makybe Diva
- Te Akau Shark
TABs campaign activation was second to none. Tab presented ads on both televisions, in-app promotion and in-stores, displayed on screens across Australia and around the world. TAB implemented an extensive social media campaign featuring participation from a variety of stakeholders both involved in the campaign and not. A custom page was developed and the activation raised a huge $103,000 over 10 weeks with 20,000 units sold. All net proceeds were donated to two equine welfare funds, Team Thoroughbred NSW, and Off The Track Program.
Incentivising the donation process is an increasingly popular tactic within fundraising. Charities, and brands participating in charitable campaigns, can align both fundraising and marketing goals by either providing a branded gift during the donation process or through the sale of a branded product. Raising capital, while increasing brand awareness.