digital marketing Archives - Page 2 of 3

Sunshine Sugar | Youth Career Campaign

Posted on 14 August 202524 October 2025 by fruityadmin

The brief

Sunshine Sugar is the only 100% Australian-owned sugar producer, with mills across Northern NSW. As a major regional employer, they wanted to connect with young people in the community and showcase the career opportunities available in the sugar industry- from farming and engineering to science, logistics and business.

The campaign was sparked by their attendance at the Northern Rivers Careers Expo, a key opportunity to meet students face-to-face and make a lasting first impression. The goal was clear: attract future talent and position Sunshine Sugar as a place where young people can learn, grow and thrive.

Our response

We rolled out a fresh, youth-focused campaign under the banner “Your Future is Sweet” - designed to spark curiosity and help Sunshine Sugar stand out at a busy careers expo (and beyond).

The goal was to make sugar industry careers feel exciting, local, and full of potential. So we built a clear, vibrant look and feel that could stretch across everything-print, digital, social, events. It’s a flexible foundation that Sunshine Sugar can grow with for years to come.

From real people to real stories, we kept things genuine and engaging - removing the complexity and showing young people that there’s a sweet future waiting for them right here in their own backyard.

The fruits

Brochure:
We created a bold, fold-out brochure to grab attention at the expo and start conversations. Designed to be picked up and flicked through fast, it gave a snapshot of what Sunshine Sugar is all about and the many career paths on offer-from farming to engineering to sales and science. It was all about sparking interest and making it easy to find out more.

Landing Page & Downloadable guide:
We built a custom “Sweet Futures” landing page to bring everything together online. It featured videos, pathways, and a downloadable guide that broke down each career option in more detail. The guide doubled as our lead magnet, encouraging young people to leave their details so Sunshine Sugar could stay in touch.

Expo Presence:
We made sure Sunshine Sugar stood out at the Northern Rivers Careers Expo with a suite of event-ready creative:

Pull-Up Banners Two bold banners featuring the core campaign messages-“Your Future is Sweet” and “Where Will You Grow?”- designed to catch eyes and spark interest as students walked past.
Media Wall: A branded backdrop that brought the campaign to life in the space-perfect for photos, content capture, and helping the team look the part.
Merchandise: We added some fun into the mix with tote bags, trucker caps, and phone grips that gave students a reason to stop, chat, and take the message home.

Real Stories Content Shoot:
To bring the campaign to life, we facilitated a shoot with Sunshine Sugar featuring real young people currently working at Sunshine Sugar. Through photos and short video testimonials, we captured their experiences, career journeys and future goals. These authentic stories were rolled out across socials-paid and organic-to show students what’s really possible and help them picture themselves in the same boots.

Campaign Look & Feel:
This wasn’t just about one event. We created a strong messaging and visual platform Sunshine Sugar can build on-at schools, events, online and everywhere in between. Clear tone of voice, consistent visuals, and strong messaging now give them a solid base for any future youth engagement.

Rous Council | Brand Awareness & Weeds Biosecurity Campaign

Posted on 11 August 202518 June 2026 by fruityadmin

The fruits

BVOD/TV: The campaign achieved strong visibility with excellent viewer retention, particularly among the 50–54 age group, generating up to 74,000 impressions.

Press: Multiple insertions across trusted local publications helped strengthen familiarity and reinforce the brand’s credibility.

Meta Paid Social (highlights): The campaign generated a total of over 900 link clicks

Hero/General: Delivered steady engagement in line with industry benchmarks.
Weeds: Generated strong interaction and interest across the community.
Flood: Emerged as the standout performer, driving the highest engagement.
Water: Consistently attracted clicks and quality traffic to the website.

The fruits

BVOD/TV: The campaign achieved strong visibility with excellent viewer retention, particularly among the 50–54 age group, generating up to 74,000 impressions.

Press: Multiple insertions across trusted local publications helped strengthen familiarity and reinforce the brand’s credibility.

Meta Paid Social (highlights): The campaign generated a total of over 900 link clicks

Hero/General: Delivered steady engagement in line with industry benchmarks.
Weeds: Generated strong interaction and interest across the community.
Flood: Emerged as the standout performer, driving the highest engagement.
Water: Consistently attracted clicks and quality traffic to the website.

Women Up North | Sexual Violence Training Awareness Campaign

Posted on 4 August 202524 October 2025 by fruityadmin

The brief

Women Up North Housing (WUNH) supports women, children, and young people in Northern NSW who have experienced domestic, family, or sexual violence. They provide trauma-informed care, case management, and community education to promote safety and empowerment.

WUNH engaged Barefruit to develop and implement a comprehensive marketing strategy to promote their free, evidence-based training programs designed to improve workforce responses to sexual violence. Funded by the Department of Communities and Justice and delivered in partnership with Family Support Network, the training was offered both online and face-to-face, including a culturally specific Indigenous yarning circle version.

The campaign ran from January to June 2025 and focused on raising awareness, driving registrations, supporting participants, and amplifying advocacy.

Strategy & Creative

Developed tailored strategies for key audiences
Created a messaging framework, tone of voice, and campaign look and feel
Built a dedicated landing page to centralise training info and bookings
Produced branded collateral: flyers, banners, postcards, PowerPoint templates, and certificates
Placed press ads across regional media

Digital Marketing & Social Media

Created social guidelines for consistency
Implemented content calendars across platforms

Instagram

Launched a new account with evergreen content pillars (awareness, training info, community, impact)
Reached 3,714 users, gained 71 followers, with a 21.91% engagement rate

Facebook

Refreshed strategy with promotional posts, testimonials, and community updates
Reached 77,000+ users (+ 816%), drove 2,163 link clicks, and generated over 302,000 video views

LinkedIn

Created a new page to connect with professional audiences
Shared sector insights, campaign moments, and partnerships
Reached 2,182 users, gained 62 followers (↑1,350%), and 244 link clicks with a 4.26% engagement rate

Paid Campaign

Delivered a two-month Meta ad campaign targeting regional workforce audiences
Achieved 3,059 landing page clicks at just $0.33 per click (well below industry average), with 175,000+ impressions

Email Marketing

Set up a new email account and branded newsletter template
Sent targeted emails to stakeholders and participants
Open rates of 33.3%–42.5% and click-through rates of 8.1%–18.4%, outperforming industry averages

Launch Event

Coordinated the Online Training Launch in March 2025
Managed invites, PR, media, venue, catering and on-the-day logistics
Secured Mandy Nolan as MC and delivered a well-attended, high-impact event

Raine & Horne | Brand Awareness Advertising

Posted on 15 July 202524 October 2025 by fruityadmin

The work

Barefruit was engaged by nationally recognised real estate company Raine & Horne to bring a fully integrated campaign including a television commercial, press, outdoor and online to fruition. In a highly competitive market – we went above and beyond standard real estate advertising to produce a commercial and overarching campaign. ‘We’ll Love Your Listing’ has a refreshingly different approach and leaves a heart-warming impression on its audience. This was a major project for Raine & Horne, produced by Barefruit’s in-house creative team and the employment of film director, camera and lighting team from Sydney and the Northern Rivers, as well as local hair, make-up and interior stylists.

Raine & Horne were ecstatic with the end result, a beautiful campaign that stands out from a saturated market, tells truth in a heart-warming way and has serious longevity.

UPA Home Care | Brand Advertising Campaign

Posted on 27 April 202524 October 2025 by fruityadmin

the brief

UPA North Coast are providers of Aged Care Services, as well as Youth Care Services and Residential Care on the North Coast. An award-winning provider that has been established in the Home Care industry, with an excellent reputation, since 1995. UPA North Coast approached us wanting to grow awareness of their brand and to talk directly to the people who may need their services along with the people whose parents may need Aged Care services one day.

our response

We created and rolled out a campaign for UPA North Coast called 'Keep Your Traditions'. This campaign was specifically for their Home Care Service sector. The 30-second emotive Television Commercial is centred around concerns that one may have as they age which may result in the need for Home Care services. With an aim to put everyones minds at ease that they are in compassionate hands, the television commercial shows the audience a “Family Tradition” scene that we all know and love – Sunday roast with the family.

In support of the television commercial, Barefruit created additional marketing collateral to ensure an integrated marketing campaign. A comprehensive information booklet showcasing and explaining UPA North Coast Home Care Services was designed. This booklet includes all of the vital first port of call information including; information about the not-for-profit, cost of services and ways you can access services. This was supported by an attractive and informative brochure, that summarises the information in the booklet succinctly.

Friends Of The Koala | Awareness Campaign

Posted on 27 March 202524 October 2025 by Alex Wales

The brief

Friends of the Koala (FOTK) have been doing incredible work since 1986 in the Northern Rivers, NSW. They are Australia’s leading koala conservation organisation, dedicated to rescuing, rehabilitating, and releasing koalas while protecting their habitat and advocating for their welfare

Our response

We developed a multi-channel campaign to communicate the message across the Northern Rivers and specifically in the koala hotspots. The campaign consisted of radio, print, social media, and display ads. Each channel was carefully chosen to connect with the community and share two simple but powerful messages: slow down where koalas live and call the hotline if you see one in danger.

The fruits

Print:

We teamed up with local print publications; The Echo, Tweed Valley Weekly, and The Times to share the message across the Northern Rivers community. This old school/traditional form of advertising were the perfect way to reach locals and keep the campaign front and centre.

Radio:

Radio played a big part in reaching drivers during peak koala activity times—dawn and dusk. Local stations helped us communicate directly with people on the road, reaching 15,000 listeners every day.

Paid Social:

With paid social ads, we targeted the Northern Rivers community to make sure the message landed in the right places. Over 34,000 people engaged with the campaign, showing strong support for the cause.

Organic Social:

To complement the paid campaign, organic social posts kept the conversation going, encouraging community involvement and reminding people to look out for koalas.

Display Ads:

We also ran display ads on local media websites, generating nearly half a million impressions and directing people to FOTK’s website to learn more.

This campaign helped raise awareness about koala road safety across the region, equipping the community with the knowledge they need to take action. It was a privilege to work alongside FOTK on such an important cause, and we’re proud to have played such an important part in spreading their message.

Southern Cross University – Open Days 2024

Posted on 12 February 202511 September 2025 by fruityadmin

The brief

With a packed calendar leading up to 2024 Open Days, the Office of Engagement at Southern Cross University (SCU) enlisted some extra hands to ensure everything ran smoothly. These flagship events, held across Lismore, Coffs Harbour, and the Gold Coast, required seamless logistical planning and on-the-ground support. That’s where we stepped in, working alongside the Open Day committee to coordinate every detail, from event activation to attendee engagement.

Our top priority was helping the SCU team deliver a stress-free, welcoming experience for prospective students and their families. After all, Open Days are more than just an event, they’re the first opportunity to showcase the university’s heart and soul. And let’s face it, first impressions really do matter!

Our approach

We got to work, engaging in weekly meetings with the SCU committee and dedicating ourselves to make SCU’s Open Days a hit. Here’s how we did it:

Planning
- Weekly WIP meetings, post-meeting reports, onsite visits, and the ultimate tote bag packing session.
Digital Check-In System
- Researched, sourced, and implemented an efficient digital check-in system.
- Coordinated with suppliers and SCU staff to ensure seamless data integration and user-friendly operation.
Panellist Pre-Event Prep
- Designed and compiled info sheets with session details, bios, headshots, and sample questions for panellists, alumni, and student ambassadors.
Merchandise
- Curated SCU-branded tote bags, phone suctions, star brooches, car fresheners, caps.
- Organised thank you gifts for academic panellists (Hello! Mayde Tea gift boxes!!!).
Print & Signage
- Managed design, production, and delivery of event collateral, including name tags, lanyards, t-shirts, flyers, maps, coffee cards, and academic round badges.
On-the-Ground Event Support
- Hands-on help across all three Open Days, from setup to check-ins, campus assistance, and pack-down.

The Fruits

With our event expertise in play, SCU’s Open Days ran like a dream! Attendees breezed through check-in, engaged seamlessly with event materials, and took home top-notch merch. Academic panellists had all the info they needed, and the SCU team had the support to focus on delivering an unforgettable experience.

This project proved that with the right planning, a few hundred hours of hustle, and a passion for bringing events to life, even the biggest logistical challenges can be tackled with ease.

Sunshine Sugar – Low GI Campaign

Posted on 4 July 20244 November 2025 by Alex Wales

The brief

Sunshine Sugar is a proudly Australian-owned sugar manufacturer with a history spanning over 150 years. With Low-GI Sugar available in 650 Woolworths stores and ALDI locations nationwide, the challenge was clear: build brand awareness and drive purchase intent for a product that had never been actively marketed.

Our mission? Position Low-GI Sugar as the go-to healthier alternative—an easy swap for everyday use, backed by its all-natural ingredients and Australian roots.

Our response

To put Low-GI Sugar in the spotlight, we rolled out a dynamic year-long campaign across multiple platforms, ensuring a blend of education, inspiration, and digital engagement.

Brand Identity Development
- A fresh, clean aesthetic reinforcing Sunshine Sugar as "The Healthier Alternative."
- An inviting, modern look to appeal to health-conscious consumers.

Educational Content & Landing Page
- Landing page to act as an educational hub, capturing interest and driving conversions.
- Developed engaging content to highlight the benefits of Low-GI Sugar, making it an easy and smart choice.

Recipe Content Shoots
- Produced easy-to-follow, delicious recipes showcasing Low-GI Sugar in everyday staples, desserts, and baked goods.
- Created visually stunning content, making healthy eating look as good as it tastes.
- Shared across social media, email campaigns, and the Sunshine Sugar website to inspire action.

Multichannel Digital Campaigns
- Paid Social Media:
  - Launched targeted ads showcasing how Low-GI Sugar fits seamlessly into daily life.
  - Highlighted Sunshine Sugar’s farmer-owned, Aussie-grown heritage.
- Google Ads:
  - Used keyword-targeted search ads to drive traffic to the landing page.
  - Designed eye-catching display ads to boost visibility and engagement.

The fruits

The campaign results were nothing short of sweet! Engagement soared, traffic spiked, and Low-GI Sugar found its way into more Aussie kitchens.

Paid Social Media:
- - 1.2M+ impressions
  - 137K+ engagements
  - 643K+ reach
  - 13K+ website clicks

Google Ads:
- Search: 167K+ impressions, 6.5K+ clicks
- Display: 3.6M+ impressions, 30K+ clicks
- Performance Max: 369K+ impressions, 4.2K+ clicks
Landing Page:
- - 33K+ views
- 25K+ sessions
Leads & Conversions:
- 1,520 conversions from the Low-GI page over the year

What is Local SEO and why does it matter?

Posted on 6 July 202230 April 2024 by fruityadmin

Search Engine Optimisation (SEO) is a digital strategy that improves your website’s visibility to search engines in terms of search engine result ranks. The goal is to ensure your website is one of the first few links on search result pages. However, when it comes to businesses who service local areas (which is most of us in Ballina), Local SEO is arguably even more important. It is a strategy that uses location-based information to provide online users with relevant and meaningful search results. In doing so, your business can rank more highly on Google, resulting in more traffic to your website and boosting your brand awareness.

How it works

When you search for a service or product using location terms like “Ballina” or “near me”, Google will serve you a map of your local area with the top 3 business listings relevant to that search. This is called the ‘3-pack’ and it appears before all other search results (and it’s free!).

Local SEO starts with creating a Google My Business account. It’s a very simple process. All you need is a Google account. Add as much information about your business and business offering in this profile. Include contact information, opening hours, images, videos, links to your website and social media profiles etc. All this information will help Google understand who you are so it can serve your business as an option to someone who is looking for your services or products.

Find customers when they need you

The beauty of Local SEO is that it is incredibly timely. According to Google, 76% of people who made a local search using their smartphone visited a business from their search within 24 hours. Of those people, 28% made a purchase. Why? Because local SEO engages potential customers with your business when they are really interested in your offering. When customers are in this state of mind, they are far more likely to make a purchase. Local SEO executed properly can be more powerful than many other short-term marketing activities.

Reviews

The criteria Google uses to select businesses for the 3-pack are relevance, distance and prominence (how well-known Google considers your business to be). Google reviews are extremely important in establishing your business’s prominence as they indicate to Google that your business is well known and well liked. Potential customers also heavily rely on Google reviews to determine which business within the local industry they want to make a purchase with. Reviews will help you compete against competitors, and they can give you a great advantage. So, once your Google My Business account is set up, make an effort to collect reviews from customers.

The movement to buy local is stronger than ever before and Local SEO capitalises on it. Go and set your Google My Business account up so people can find you when they really need you.

How to Use Instagram for Your Small Business

Posted on 6 January 20228 April 2024 by fruityadmin

With 2022 now in full swing (we can’t believe it either!), it's time to talk how you are going to best use your social media presence to support and grow your business. To make the most of customer's attention (and pocket), your business needs to be visible, attractive and engaging for customers in spaces where they spend most time. Yes, a shop front in town will do just that, but don’t forget where many of us spend hours of the day scrolling…Instagram. And so, here’s a few top tips to help you get the most out of your Instagram in the next few months.

Engage your community

Use the additional features on Instagram to create experiences that your customers can interact with. We’re talking polls, quizzes and interactive GIFs, as well as Instagram Live, Reels and Stories. When you engage and ask your followers for their voice, opinions and ideas, you start to build trust and transparency, as well as getting great feedback you can use to up your social game.

Go Live

Instagram Live opens up a whole new level of user engagement. Brands can showcase their products or services, demonstrate in-real-life use, discuss the production process – you can talk about anything in great detail which creates really valuable information for customers. Users that join the Live can pose questions and make comments in real-time, creating an authentic brand-customer experience you can’t simulate anywhere else.

Video is everything

Video content is everything on Instagram and you must use it showcase your products or services in fun, engaging and authentic ways. Product shots just don’t cut it anymore, so hit the record button instead. The beauty of Instagram Reels is that you can use trending edits and music as inspiration which not only makes the creativity part much easier, but also boosts your video’s chance of reaching a much wider audience. Don’t stress about not having all the tech skills, your smartphone and the editing software in Instagram is all you need. And the more ‘real’ you can be, the better.

Word of mouth

You need to tell everyone about your new business. Your friends, your family, neighbours, local publications, radio stations, competitors, other businesses, the community etc. Write a press release and send it to the local publications, invest in print and digital advertising, be present on socials and use your customer service skills to set yourself apart.

And with that, you’ll have launched a brand that is set up for success. But, of course, the hard work has only just begun.

Related Tag: Advertising Gold Coast

It was great working with Jennica and Claire from Barefruit Marketing. They really took time to understand my project and delivered amazing ‘pitch’ / media release to appeal to journalists and media corporations. I felt comfortable sharing my ideas, and they were able to capture my vision and marry it to their expertise. Would highly recommend.

Alex Bosin

EV Classic

I'd like to say a huge thank you to Claire and Charlotte from Barefruit Marketing who have helped me in the last couple of months to pull this amazing media event together. The agency has offered their services on a pro bono basis, I am so grateful for the work they have done. Claire and Charlotte have been my unconditional support crew to lean on for advice and ideas, and I am excited about how our relationship will move forward in the next few months.

Kate Kempshall

North Coast Community College

I have been using Barefruit for my SEO and website development for Behind the Barrel. The best part about Barefruit is your're not just getting the attention of one of their staff members. The whole team works together to help bring the best possible outcome for your business marketing. I highly recommend Evan and his team if you want to take your business marketing to the next level.

Jarryd

Behind the Barrel

The Barefruit team is always friendly, helpful and very professional. They have taken the time to understand our business needs and develop a effective strategy to grow our brand.

Andrew Illingworth

Tweed Coast Holiday Parks

Just want to say a HUGE thank you to each and every one of the team for the website. You all went over and above and most certainly went above my expectations. I'm extremely happy with it (been bragging a bit about it just quietly) and couldn't have done it without you all. Thank you for bringing this to life.

Trent Chapman

Prevent Consultants

Sunshine Sugar

Youth Career Campaign

The brief

Our response

The fruits

Hey Team Fruity!

Rous Council

Brand Awareness Campaign

The brief

Our response

The fruits

Print Ads

The campaign successfully strengthened community awareness and trust in Rous, delivering high engagement across TV, press, and social while reinforcing the brand’s relevance and connection in the Northern Rivers community.

Rous Council

Weed Biosecurity Awareness Campaign

The brief

Our response

The fruits

15 Sec Ads

Flood Mitigation

Water management

Weed Biodiversity

Print Ads

Google Ads

The campaign successfully raised awareness of priority weeds across the Northern Rivers, delivering a strong reach, engagement, and cost-efficient results that drove meaningful community interaction

Hey Team Fruity!

Women Up North

Enhancing Workforce Responses to Sexual Violence Training

The brief

Our response

LET'S CHAT ABOUT CULTIVATING YOUR BRAND

Hey Team Fruity!

Raine & Horne

The work

LET'S CHAT ABOUT CULTIVATING YOUR BRAND

Hey Team Fruity!

UPA Home Care

the brief

our response

the fruits

This kind of strategic and focused campaign is both challenging and highly rewarding to pull together. When executed correctly it creates incredible brand awareness, emotional response in the audience and excellent results for the client, which makes us extremely happy!

You can read more about UPA North Coast and the service they offer here.

LET'S CHAT ABOUT CULTIVATING YOUR BRAND

Hey Team Fruity!

Friends Of The Koala

Road Strike Awareness Campaign

The brief

Our response

The fruits

LET'S CHAT ABOUT CULTIVATING YOUR BRAND

Hey Team Fruity!

Southern Cross University - Open Days

2024

The brief

Our approach

LET'S CHAT ABOUT CULTIVATING YOUR BRAND

Hey Team Fruity!

Sunshine Sugar - Low GI Campaign

The brief

Our response

The fruits

LET'S CHAT ABOUT CULTIVATING YOUR BRAND

Hey Team Fruity!

How it works

Find customers when they need you

Reviews

Check out what we've been up to

Engage your community

Go Live

Video is everything

Word of mouth

See our work...

What clients are saying

Alex Bosin

Kate Kempshall

Jarryd

Andrew Illingworth

Trent Chapman