The Salvos
Give a Lunch for Christmas Appeal
Challenge
The Salvation Army had an ageing donor base and no connection with a younger audience. We needed to reach out to the next generation of donors in a fresh and engaging way that was relevant to them.
Solution
Our research showed the #1 trending photo category on social media for Gen Y wasn’t babies or pictures of cats, but photos of food. We realised leveraging their ‘food porn’ behaviour was a perfect vehicle to spread the word for our Give a Lunch for Christmas appeal.
Results
- 1.3 million people were reached on social media
- Annual donations for the charity increased by over 12%
- Regular Gen Y donors increased a hundredfold
- Over $350,000 generated in free media
Awards
- 2014 Webby Awards: Honouree in Social – Public Service & Activism category
- 2013 Davey Awards: Silver in Online Advertising – B2C category
- 2013 Davey Awards: Silver in Integrated Campaign category
- 2013 ADMA Awards: Bronze in Creative Excellence – Social Media category
- 2013 AIMIA Awards: Finalist in Best Use of Social Media category
- 2012 Youtube Charity Award: Video of the Month
Prospan
Don't Ignore a Cough
NSW Electoral Commission
Get Vote Fit #BEVOTEREADY
Tourism Central Coast
Have a Little Adventure
Narellan Pools
Diving into Data for Narellan Pools
Love To Dream
Sleep is Back
ADMA
ADMA oOH!media
Recent Awards
AFR BOSS Best Places to Work 2022
- Media & Marketing
- Winner
- AFR BOSS Best Places to Work recognises organisations that are pioneering new ways of working, and pushing boundaries in policies and practices.
AFR BOSS Best Places to Work 2022
- Most Outstanding Practice - Employee Wellbeing
- Winner
- AFR BOSS Best Places to Work recognises organisations that are pioneering new ways of working, and pushing boundaries in policies and practices.
Australian Effie Awards 2022
- Bronze
- Marketing Solutions Other Than Advertising
- The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
Australian Effie Awards 2022
- Bronze
- Clever Use of Research / or Data
- The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
Australian Effie Awards 2022
- Finalist
- Outsmarting COVID
- The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
WARC Effective 100 2021
- #2 Digital / Special Agency
- Global
- The WARC Effective 100 is a ranking of the world’s most awarded campaigns and companies for effectiveness. It tracks the results of effectiveness award shows around the world, and acts as a benchmark for excellence in effectiveness.
AFR BOSS Best Places to Work 2021
- Media & Marketing
- Top 10 Winner
- AFR BOSS Best Places to Work recognises organisations that are pioneering new ways of working, and pushing boundaries in policies and practices.
IPA Effectiveness Awards – 2020
- Tim Broadbent Prize – Most Effective International Campaign
- IPA Effectiveness Awards – the world’s most rigorous and prestigious effectiveness awards
IPA Effectiveness Awards – 2020
- Silver
- IPA Effectiveness Awards – the world’s most rigorous and prestigious effectiveness awards
New York Festivals – AME 2020
- Best Use of Discipline
- Silver - Branding
- AME – The World's Best Award for Advertising & Marketing Effectiveness
New York Festivals – AME 2020
- Best Use of Discipline
- Silver - Media Planning
- AME – The World's Best Award for Advertising & Marketing Effectiveness
New York Festivals – AME 2020
- Products and Services
- Silver - Travel & Tourism
- AME – The World's Best Award for Advertising & Marketing Effectiveness
New York Festivals – AMES 2020
- Best Use of Discipline
- Silver - Integrated (Multiple Mediums)
- AME – The World's Best Award for Advertising & Marketing Effectiveness
ECHO Awards 2020
- Best Customer Acquisition Campaign
- Silver
- The ANA International ECHO Awards have stood alone for 89 years in celebrating exceptional data-inspired strategy, creativity, and results
Webby Awards 2020
- Official Honoree
- Websites : Travel
- Visit Central Coast
- One of the world's biggest digital award shows
Australian Effie Awards 2020
- Travel, Leisure and Media
- Bronze
- The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
Australian Effie Awards 2020
- Long Term Effects
- Finalist
- The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
Australian Effie Awards 2020
- Use of Data
- Bronze
- The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
Australian Effie Awards 2020
- Return on Investment
- Finalist
- The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
WARC 100 2019
- #1 Digital / Specialist Agency
- Third Year Running
- Australia
- The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
Tangram Awards 2019
- Data Storytelling
- Silver
- The Tangrams (formerly Asian Marketing Effectiveness and Strategy Awards) are Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
Tangram Awards 2019
- Audience Segmentation
- Silver
- The Tangrams (formerly Asian Marketing Effectiveness and Strategy Awards) are Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
Tangram Awards 2019
- Data Mining
- Bronze
- Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
Tangram Awards 2019
- Customer Intelligence
- Bronze
- Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
Tangram Awards 2019
- Entertainment, Lifestyle & Recreation
- Bronze
- Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
GIVE US A CALL
Get in touch and find out what we can do for you
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ASSOCIATIONS & PARTNERSHIPS
In the spirit of reconciliation, AFFINITY acknowledges the Traditional Custodians of country throughout Australia and their connection to land, sea and community.
We pay our respects to their leaders' past, present and emerging and extend that respect to all Aboriginal and Torres Strait Islander peoples today