Twelve Grains Capital partnered with Zephyr Agency to strengthen its brand positioning and elevate Director David Sutantyo as a trusted voice in the lending industry. With a focus on supporting business growth, the strategy centred on building a sophisticated brand presence that resonated with high-net-worth individuals and business owners, while effectively bridging financial expertise with lifestyle-focused storytelling through targeted media and PR.
THE CHALLENGE
Twelve Grains Capital sought to elevate its brand presence and establish Director David Sutantyo as a leading voice in the competitive lending landscape. The goal was to align the brand with business growth projections, positioning it as a sophisticated, solutions-focused partner for high-net-worth individuals and business owners.
Our Solution.
Strategy and objectives
What was the specific objective of our engagement?
Our primary objective was to develop a strategic PR framework that amplified the Twelve Grains brand while simultaneously building David Sutantyo’s personal profile as a trusted advisor.
Our strategic framework focused on three core pillars:
- Services & Business USP: Highlighting speed, education, and solution-focused outcomes to separate the brand from traditional brokers.
- Advocacy & Localized Focus: Creating inroads within local demographics and securing commentary opportunities to build regional trust.
- Inspiration & Community: Showcasing the story behind the business and sharing client success stories to drive word-of-mouth and positive brand sentiment.
What channels and tactics did we employ?
We executed a dual-track strategy targeting national business mastheads and industry-specific trade press, while also making deliberate inroads into lifestyle and luxury publications. This was supported by a mix of proactive pitching and reactive expert commentary.
Implementation Steps
| Key Action | Description | Timeline |
|---|---|---|
| Narrative Development | Defined the core drivers of the business, focusing on their story and the unique speed-to-market USPs. |
September 2022 - March 2023 |
| Tactical Pitching | Developed content centered on specialized home loan tips for business owners, targeting both industry and consumer media. |
Ongoing |
| Broadcast Integration | Facilitated a live appearance on Ticker News to reach a global viewership and provide expert financial commentary. |
December 2023 |
| Niche & Trade Outreach | Targeted specialised publications like The Adviser and Australian Broker to cement David’s reputation within the finance sector. |
Ongoing |
| Impact Reporting | Comprehensive monthly analysis of sentiment, reach, and lead-gen indicators to refine strategy in real time. |
Monthly |
The Results.
Key Performance Indicators (KPIs)
The campaign successfully transitioned Twelve Grains from a localised player to a nationally recognised brand. By securing placements in high authority digital platforms like Forbes Australia Advisor and News.com.au, we achieved immediate national credibility and massive digital reach.
| Metric | Before Our Service | After Our Service | Strategic Impact |
|---|---|---|---|
| Media Items | 0 | 7 | Established a high-quality presence in major digital and broadcast outlets. |
| Media Reach | 0 | 20,052,378 | Exceptional brand visibility across global and national platforms. |
| Authority Footprint | Local/Limited | National & Global Reach | Validated Twelve Grains through Forbes and Ticker News. |
| Trade Validation | Niche | Australian Broker / The Adviser | High-level endorsement from industry peers. |
Summary of Success
The partnership between Zephyr Agency and Twelve Grains Capital successfully elevated David Sutantyo to a national stage. With a total reach exceeding 20 million, the project created a seamless alignment between professional financial strategy and lifestyle-driven advocacy.
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