Brand Positioning for a Cause. Brand positioning can be overwhelming and confusing, and just having a brand does not guarantee results. The stakes were high for Benji and Judy Travis because the benefactor of brand impact for their annual fundraiser were the children and families of Convey of Hope’s programs around the world. www.dancember.com

Strategy

Apparel

CHALLENGE

The fundraising event – Dancember – needed to have huge impact during a small period of time and every penny counted.  The couple were well established with their YouTube sensation “It’s Judy Time,” but Madak needed to position their brand with this audience for a different purpose and in an extremely cost efficient manner.   

INSIGHTS

At Madak our fact-finding process is in-depth and we take the time to understand not only our client but their client.  Knowing Benji and Judy was not enough – we had to know their audience.

SOLUTION

In 2016, Dancember sold 20,000 t-shirts and raised over $500,000 for Convoy of Hope to help feed children around the world. 4,260 children received nutritious meals for the entire school year thanks to this effort. At Madak, we take pride in designing and sourcing the Dancember apparel. Combining higher-end products with fashion-conscious design, Dancember apparel is a fitting gift for those who donate during the event.

“I see our Dancember shirts and jerseys everywhere! I get so excited when I see people wearing them even months after the event. I think it’s every single day that I see someone on Instagram wearing one of our shirts. It’s awesome! Madak really delivered on creating a product that our fans want and will wear.” – Benji Travis