 our goal was to raise significant revenue before the end of the financial year with this campaign we also set out to connect with and thank previous supporters and strengthen the rural aid brand in market campaign messaging was two tiered an eofy donations appeal and a thank you both worked for existing donors people in existing databases and prospects d to ensure the greatest value for money for our client we pooled the majority of our ad spend into digital working closely with our media partner pivotus we a b tested the messaging and captured the audience with retargeting strategies we proposed a campaign based on interviews with australian farmers who had experiences with rural aid its an honest campaign of full of real people stories and emotions with covid 19 still hanging around our approach ensured we avoided potential interruptions travel restrictions and cancellation costs for our client the videos are compilations of interviews with various farmers across the spectrum of industries that are framed by a zoom screen visual device which adds layers of authenticity to the personal stories similarly the display banners and static facebook posts used the zoom imagery and visual devices all pointing people to the eofy rural aid landing page where viewers could view the full videos and choose to donate 