Tag: social media advertising

Women Up North | Sexual Violence Training Awareness Campaign

Posted on by fruityadmin

 

Women Up North

Enhancing Workforce Responses to Sexual Violence Training

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.

Women Up North

Our response

Barefruit led the end-to-end strategy, creative development, digital execution, and stakeholder engagement. Everything was underpinned by WUNH’s feminist, survivor-focused and trauma-informed values.

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

The Fruits

The campaign dramatically increased awareness and training participation across Northern NSW. Website impressions rose by 681%, and social engagement soared. The launch event brought together sector leaders, advocates, and community voices, generating momentum for sustained change.

At Barefruit, we’re proud to have played a role in this powerful initiative-contributing to a more informed workforce, safer communities, and better outcomes for survivors of violence.

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    Friends Of The Koala | Awareness Campaign

    Posted on by Alex Wales

     

    Friends Of The Koala

    Road Strike Awareness Campaign

     

    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.

    LET'S CHAT ABOUT CULTIVATING YOUR BRAND

     

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      Southern Cross University – Open Days 2024

      Posted on by fruityadmin

       

      Southern Cross University - Open Days

      2024

       

      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.

       

      LET'S CHAT ABOUT CULTIVATING YOUR BRAND

       

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        I am interested in

        You can call me on and email me at

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        Sunshine Sugar – Low GI Campaign

        Posted on by Alex Wales

         

        Sunshine Sugar - Low GI Campaign

         

        Sunshine Sugar - The Healthier Alternative

        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

        With impressive engagement and strong conversion rates, the campaign successfully positioned Sunshine Sugar’s Low-GI variety as the must-have healthier alternative. Increased brand awareness, high-performing digital strategies, and consumer education combined to drive real results—proving that a little marketing magic can turn a great product into a household staple.

        LET'S CHAT ABOUT CULTIVATING YOUR BRAND

         

        Hey Team Fruity!

          I'm , I'd like you to help my business, , 'barefruit'.

          I am interested in

          You can call me on and email me at

          We'd love to know how you heard about us?

          Facebook & Instagram Advertising 101

          Posted on by fruityadmin
          Facebook & Instagram Advertising 101

          It’s no surprise that 80% of Australians have an active social media account. That’s more than the percentage of households with TV’s (gasp!). Therefore, it goes without saying, no business should ignore Facebook as a powerful advertising channel. Affordable and dynamic, Facebook ads can be a game changer for small-to-medium-sized businesses. The best bit, you’re in control of your budget, deciding exactly how much you want to spend and when.

          Why We Love Facebook Ads (and you should too!)

          Facebook Ad Manager’s most impressive feature is its ability to target users based on a combination of characteristics and behaviour. From age, to location, interests and hobbies, professions and relationship status (and more!), you can create an incredibly targeted audience who will receive and hopefully respond to your communications. By doing so, you’re maximising budget, spending your precious dollars on those who really want your product or service.

          But targeting doesn’t stop there. Facebook has so much data on each user, it can target people based on how they’re predicted to act when they see your ad. If you want more website traffic, optimise your ad for landing page views. If you want more sales, optimise for purchases. In addition to purchasing, there are other things you may want users to do such as download an app, send an enquiry, click to call, subscribe to the newsletter etc. You can create Facebook ads to prompt of any of these actions. Top tip; keep the Sales Funnel top of mind.

          Be Responsive

          The beauty of an ad that can be created and edited with the click of a button allows you to be responsive to current events and trends. With no lead time, you can experiment with little to no risk, helping you to really hone in on what makes your customer tick. Have a bit of fun and jump on a trending meme, make a cheeky ad in response to a footy game or respond to a social movement to show your brand values. The flexibility of Facebook advertising means you can advertise whenever you choose to.

          An Integrated Approach is Always Best

          Digital advertising is great, but it’s even better when you integrate your campaign across both online and offline channels (we’re talking print ads in the Lennox Wave, radio, billboards etc). You’ll reach more people with more frequency in different areas of their life, reminding them of your brand.

          Don’t forget the power of complementing your campaign with organic social content. Post about it on your Facebook and Instagram feed, your stories, reels and IGTV. Write blogs and send eDMs. Not only does this reinforce your messaging, but you may be able to authentically connect with your following. Branch out to other platforms like LinkedIn, Pinterest, YouTube and TikTok (hint: If you’re targeting young mums, download TikTok now).

          One last word: use reports in Ads Manager to understand how your ads are performing and what you could change to better them next time. Contact us for Instagram & Facebook ads in Australia.