brand Marketing campaigns
Proven expertise with integrated marketing campaigns
I have successfully executed numerous multi and omni channel integrated marketing campaigns tailored to various customer funnels, including reach, awareness, conversion, and consideration. Utilising both Above-the-Line (ATL) and Below-the-Line (BTL) media strategies, I have been able to maximize reach and engagement to drive exceptional results for each campaign.
Each campaign is strategically aligned with the organisation’s goals to boost non-government revenue and grow the supporter base year after year. With years of experience in both in-house and collaborative agency environments, I can effectively manage ambassadors, paid media, agencies, website landing pages, and develop comprehensive media and communications plans that support each campaign's objectives.
“What would you change?” multi channel campaign
Barnardos has been championing for Australian children for over 130 years, helping countless children and their families have a better life.
Poverty is one of the biggest issues facing children today with 1 in 6 children in Australia living in poverty.
This campaign launched in September 2024, clarifies what poverty looks like in an affluent country like ours and how it can affect kids. The creative team wanted to show how a child can be affected by hardship through no fault of their own and all it takes is some simple changes to help them.
Children shouldn’t have to worry about where their next meal is coming from or how are they going to do their homework if there is no money to pay the utility bills. Barnardos helps with accommodation, paying bills, breakfast and homework clubs so poverty won’t stop them from reaching their full potential.
So we asked the public and our caseworkers “what’s the one thing you would change for a child experiencing poverty?” How can we give them hope for a better future?
For the answer and more information head to barnardos.org.au/change
Street furniture Ads
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This campaign was designed to provoke the audience’s preconceived ideas about poverty and what that looks like for ordinary Australian children living in what is considered an affluent country like ours.
Paid social media ads
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We used a combination of social media platforms Meta and TikTok with a very small budget. We reached in excess of 1.6 million people with an average frequency of 3.7, exceeding all of our ‘reach’ objectives set for the campaign and above average results on our CTR and VTR
Digital Retail large format ads
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There are so many Australian children living under the poverty line and lack the essentials such as electricity as mum and dad cannot afford to pay the bills. Parents are having to decide between food or medicine or paying bills.
Hiding in plain sight
Trigger warning: Content contains references to content that may disturb some viewers.
This campaign was created as an awareness campaign to shine a light on the disturbing statistics of the rates of sexual abuse for Australian children. It can happen anywhere, anytime, to anyone.
Credits:
Filmed, directed and produced by We Are Otter
Brand strategy: Natalie Logan
Channels: Meta, YouTube
Finalist: FIA Most Innovative Campaign Award