The Carter Logo

Marketing Strategy

/ The Carter


Launching in 2017, The Carter transformed a heritage bank into a Sydney nightlife hotspot. The Hip-Hop-inspired restaurant/bar’s concept was influenced by pop culture icons Jay-Z and Beyoncé — aka “The Carters” — with mural artwork of the couple, as well as Kanye West, gracing the staircase and basement.

/ The Opportunity

The Carter was seeking brand activation through social media advertising campaigns and the support of a social media content program driving their culture. The end goal of this was to drive regular organic traffic to their bar.

/ Approach

To activate The Carter’s brand, we ran specific Instagram and Facebook content programs, and combined these with a paid customer acquisition program, event activations, and email marketing. We were also responsible for collateral design and the strategic creation of certain promotions.

/ Outcome

The targeted campaign resulted in a global public relations boom, with interviews and article write-ups by some of the biggest media agencies in the world, including The Daily Mail, TIME, MTV Australia, COMPLEX USA, KIIS 1065, Marie Claire (Australia and USA), FOX, ET Canada, Yahoo Cosmopolitan Australia & iHeartRADIO Australia.