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Ten Years,
Ten Lessons:
Thankyou

For over a decade, we’ve been the specialist online ad agency secretly powering some of Australia’s leading brands online.

Over the years, we’ve been so single mindedly focused on advertising others, we practically never stop to advertise ourselves – but we figured that Ten years is definitely a milestone worth pausing for, reflecting on and celebrating!


So we’re collating our Top Ten lessons that we’ve learned from Ten Years of converting potential online for some of Australia’s leading Brands.


One of our favourite Brands that we love working with is Thankyou. We’ve been part of their digital advertising journey almost from the very beginning and we couldn’t have been prouder to have partnered with them on some of Australia’s biggest online campaigns:

One of the things we love about working with Thankyou is that whenever we leave a meeting with them, both parties leave feeling even more inspired!


We’ve helped them a lot over the years, but we’ve learned a lot from them as well. In fact, we’ve even blogged about our interactions with them as a client over the years several times – noting that they live their values behind the scenes when no one is watching, their thoughts on social media and their constant generosity.

Dream Big, Risk in Public

Perhaps the biggest lesson we’ve learned from them is to both Dream Big, but Risk Together.


A lot of Brands do both dream and plan big but a lot of that dreaming and planning happens behind closed doors. So if the plan works, it can be either celebrated or torn to shreds (after the event).


But in every one of their ‘dream’ campaigns, the gauntlet was thrown down extremely publicly – with no safety net. Nobody knew from the outset whether each audacious goal could be reached as none of them had ever been done before. Everyone following on Social Media could see in real time as each deadline drew closer, whether the dream goal was within reach – or not.

A lot of brands dream big — but the dreaming and planning happens behind closed doors

This created huge risk for the Brand upfront, no question. But also created both drama and urgency for everyone following on Social Media as the clock ticked. The closer the deadline, the greater the drama.

The risk and the urgency fueled the advocacy – which turned passive followers into active advocates, heightening social chatter and those all-important brand/campaign mentions earned media, all the way through to the big deadline.


It was the combination of Dreaming Big but also Risking in Public which turned the Brand’s goal into the Brand’s community’s goal – transferring ownership from the dreamers to all of us.


And in the process leading us in proving that even impossible dreams can come true.


Your turn

For our 10th birthday, Intentional has been celebrating what can be achieved in Ten Years. We’ve collated our top ten lessons from ten years working with some of Australia’s leading brands.


What about you? What can you see happening in the next ten years?


What will you do #InTen?

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