RSPCA On the Move Campaign

A fundraising campaign worthy of ap-paws

How do you encourage South Australians to generously donate $500,000 in two weeks to help complete a new $26m Animal Care Campus for RSPCA SA?

You need an agency that has the in-house capability to come up with a creative concept, develop a media strategy and plan, and manage campaign implementation – that’s why RSPCA SA came to us.

The RSPCA SA team gave us a head start for the fundraising campaign providing the theme 'On The Move' and we ran with it from there.

Working to a tight deadline, effeciency was key with team members working on the media strategy and plan while others developed multiple creative concepts for consideration.

Our agency media accreditation meant we could present RSPCA SA with a highly cost-effective media plan which included multiple bonus advertising spots.

The plan comprised both traditional and digital marketing activities including radio, outdoor, digital indoor advertising, programmatic audio, eDMs as well as paid digital ads on social media, Google Display and PMax, TikTok and Reddit.

Originally designed to be in market for three weeks, the campaign exceeded expectations raising Originally designed to be in market for three weeks, the campaign exceeded expectations raising $720,000k in its second week.

Mission accomplished - and more.

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