Don’t Change My Interchange
DIGITAL CAMPAIGN STRATEGY & EXECUTION / CREATIVE DIRECTION / COPYWRITING / PROJECT MANAGEMENT
CAMPAIGN OVERVIEW
This high impact financial services campaign was rapidly developed and deployed in response to the Reserve Bank of Australia (RBA) considering lower interchange caps. Data provided the key findings needed to craft messaging that would resonate with consumers and provided insight on which groups would likely respond by taking action and signing a petition.
CAMPAIGN METRICS
5.92M
Total Ad Impressions
Total Ad Impressions
3.1M
Video Ad Impressions
Video Ad Impressions
2.82M
Facebook Ad Impressions
Facebook Ad Impressions
430K+
Total Video Views
Total Video Views
26K+
Earned Media Video Views Generated from Impact of Launch and Press Coverage
Earned Media Video Views Generated from Impact of Launch and Press Coverage
880K+
Digital Media Ad Reach on Facebook
Digital Media Ad Reach on Facebook
13K+
Unique Actions
Unique Actions
Run Time: 24 Hours
WINNING RESULT
4,923
Petitions Signed
Petitions Signed
The power of the narrative was such that digital, social, and traditional media outlets in Australia covered the campaign extensively and helped establish an international trade organization alliance as a major voice in the debate that ended with the Reserve Bank of Australia recommending no change in interchange fees.
