Give a Lunch for Christmas Appeal

The Salvos

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

Recent Work

Recent Awards

  • 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.
  • W3 Awards 2019

    • General Website - Government
    • Silver
    • Honouring creative excellence on the web and recognising the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • W3 Awards 2019

    • General Website - Marketing
    • Silver
    • Honouring creative excellence on the web and recognising the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • W3 Awards 2019

    • Online Video - Travel
    • Silver
    • Honouring creative excellence on the web and recognising the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • W3 Awards 2019

    • Branded Entertainment - Video
    • Silver
    • Honouring creative excellence on the web and recognising the creative and marketing professionals behind award winning sites, videos and marketing programs.
  • Australian Effie Awards 2019

    • Travel, Leisure and Media
    • Bronze
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Return on Investment
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Use of Data
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Insight and Strategic Thinking
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Most Original Thinking
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • MFA Awards 2019

    • Brand Impact
    • Finalist (announced 17.10.19)
    • The most prestigious awards in the Australian media advertising industry
  • MFA Awards 2019

    • Data & Analytics
    • Finalist (announced 17.10.19)
    • The most prestigious awards in the Australian media advertising industry
  • B&T Awards 2019

    • Finalist (winners announced 22 Nov)
    • Independent Agency of the Year
    • These annual awards are designed to recognise Australia's biggest and brightest advertising stars
  • B&T Awards 2019

    • Finalist (winners announced 22 Nov)
    • Direct Response & Performance Agency of the Year
    • These annual awards are designed to recognise Australia's biggest and brightest advertising stars
  • B&T Awards 2019

    • Finalist (winners announced 22 Nov)
    • Data-Driven Marketing
    • These annual awards are designed to recognise Australia's biggest and brightest advertising stars
  • Mumbrella Awards 2019

    • Specialist Agency of the Year
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • WARC 100 2018

    • #1 Digital / Specialist Agency Second Year Running
    • Australia & Asia Pacific
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
  • GLOBAL EFFIE INDEX 2018

    • AUSTRALIA'S MOST EFFECTIVE
    • Independent Agency
    • The Effie Index identifies and ranks the most effective agencies, marketers and brands. It is the most comprehensive global ranking of marketing effectiveness.
  • IPA Effectiveness Awards 2018

    • Presidents Prize
    • Most effective use of tech & data
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world
  • IPA Effectiveness Awards 2018

    • Silver
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world

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Get in touch and find out what we can do for you

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+61 2 8354 4400

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