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The Mental Awareness Foundation came on board with us with the main goal of increasing the number of registrations at their main event for the year, the Walk For Awareness.




+13.1% on previous year



41% increase on previous year

See how we did it


We analysed their organic and paid campaigns from the previous year across socials, newsletters, print and digital advertising to see what worked well and where there was room for improvement. From here we created a unique strategy with customised campaigns to target different demographic groups split via age, gender and family status.

Previous Registrants


We targeted participants from previous years predominantly through EDM mailouts and organic social media posts. Previous registrants were encouraged to sign up again and forward the registration link on to their family and friends.

New Registrants


New registrants were primarily targeted through paid ad campaigns on social media. Ad campaigns were split into age groups and gender with customised graphics to best appeal to each audience.

Competitions & Incentives


Competitions were run throughout the campaign to encourage registrations -

  • Free Coffee Bag for first 30 businesses to register

  • Training Session with Darius Boyd for junior team with most registrations

  • Fundraising incentives were also set at $100, $500 and $1000.

Other Strategies


We encompassed a range of other strategies to aid the paid and organic campaigns, including:

  • Ambassadors - we signed on a number of Brisbane based ambassadors who we made video content with to promote the Walk across their social channels. Ambassadors were from a range of industries to reach a wide audience, including musicians, gymnasts, magicians, journalists and more.

  • News features - we created and sent out media releases to our list of journalist contacts which resulted in features on Channel 7 News, anything else?

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