WestWords

About

WestWords is a not-for-profit organisation based in Parramatta in Sydney’s West. They are all about building, creating and empowering communities in Western Sydney. With a strategic focus on children and young people and through a comprehensive program of workshops, fellowships, residencies and support for writers, they offer professional opportunities for the growth of distinctive voices.

Objective

WestWords was holding an online auction event through the Oktion fundraising and online raffle app. They wanted to drive more auction bids and donations for their fundraising event so that they could generate more funds to put towards their cause.

DigiGround wanted to dedicate appropriate focus to WestWord’s event by helping them gain more exposure online. It’s important that potential bidders have access to all the information they could need about WestWords and their cause, so that they would make the right decision for the all-important fundraising event. DigiGround would make that possible by directing traffic to the event via Facebook advertising.

DigiGround Work Process

We wanted to project the purpose of the fundraiser through social. For the Facebook advertising campaign, our graphic designers put together images that showcased the items available for bidding. The purpose of this was to generate interest from guests and potential bidders.

Imagery was accompanied by ad copy written to evoke desire and emotion for WestWords to achieve their goal. The campaign was structured to reach new users (targeting cold audiences that were not aware of the organisation) and lead them to take action by visiting the online event. The final stage was for the user to bid on an item or make a donation to the organisation.

The Facebook advertising campaign brought about a growth in users visiting the fundraising event page. Over a 2-week period, the campaign reached a large number of users in the Sydney region.

The campaign was launched in June 2020, during the peak of the COVID-19 social distancing restrictions. Despite Australia-wide business disruptions, WestWords had a very successful event and managed to raise over $10,000 to put towards their cause.

Summary