Small Budget Marketing Campaign

Silver
CAMPAIGN
Stop Small Problems Getting Big
AGENCY
Clemenger BBDO
CLIENT
Good Shepherd Microfinance/NAB
BRAND
No Interest Loans
DETAILS
Good Shepherd Microfinance (GSM) is a not-for-profit organisation that, with the backing of the National Australia Bank (NAB), offers microfinance solutions to financially excluded members of society. 
 
Both GSM and NAB believe that with the right support everyone is capable of taking steps to improve their own financial wellbeing. In fact, society is better off if we do invest in the financially excluded – there’s a positive return on investment. 
 
Many of those in financial hardship however, don’t realise that an organisation like GSM is on-hand to help, offering people long-term solutions to breaking the perpetual cycle of relying on predatory lenders. They provide a lifeline, helping people experiencing financial crisis to get back on their feet. 
 
In response, in 2014 GSM developed a campaign; ‘Stop Small Problems Getting Big’, to raise the profile of the GSM brand demonstrating the positive role the organisation can play in the lives of the financially excluded; along with the positive impact on broader society. 
 
Not only did the campaign help those facing economic hardship to realise they were capable of taking steps to improve their own financial wellbeing – over 12,804 loans were approved with a cumulative value of A$14.5 million over the 11 week campaign period - but also and equally significantly, it got policy makers talking. The campaign incited a discussion in Canberra, Australia’s federal capital, and brought the issue of financial exclusion into the national spotlight.
 
CAMPAIGN
Win Richard's Points
AGENCY
Clemenger BBDO
CLIENT
Virgin Australia
BRAND
Velocity Frequent Flyer
DETAILS
The world of social media is littered with campaigns that failed to deliver any return.  This case study is in stark contrast: it shows how Velocity delivered a Twitter-driven acquisition campaign that paid back in spades and generated our best new membership numbers for 3 years all for a measly investment of AU$8,000. Not only did it generate extraordinary ROI but, more broadly, it serves as important evidence that you can make social pay.
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