Australia’s leading independent, not-for-profit animal welfare certification program, previously known as The RSPCA Approved Farming Scheme, teamed up with littleBIG to herald a new era that transitioned the brand from ‘RSPCA Approved’ to ‘RSPCA Certified’.
The new name and refreshed visual identity more clearly communicated the core purpose and strength of the program as a formal certification, giving everyday Australian consumers, producers, and industry stakeholders greater clarity, credibility, and confidence at the checkout.
Our first task was to work closely with the RSPCA Certified team to communicate the process of the transition, the reasons behind it, and what it means for ‘them’, through a series of email campaigns throughout each stage of the roll-out. ‘Them’ being three clearly demarcated audiences: industry, licences and consumers.
We then moved into consumer campaigning. Following littleBIG’s previous success with the RSPCA Approved Know the Story campaign, the agency was appointed the task of planning and executing a nationwide digital and OOH campaign to:
• Introduce the new brand
• Build brand awareness
• Drive deeper understanding of the rigorous standards and processes underpinning the program, and
• Drive engagement on RSPCA Certified owned digital channels.
Our digital media plan was designed to achieve maximum video views and awareness in a premium environment with Netflix and other SVOD (streaming video on demand) platforms making up a big part of the overall mix.
The campaign successfully established a robust and recognisable digital footprint for the RSPCA Certified brand as it continues to improve animal welfare standards across Australia.
With out-of-home placements scheduled to run across Victoria, New South Wales and Queensland, the campaign is set to reach even more Australian consumers. It’s projected that the small and large format placements (featuring creative by RSPCA Australia), will result in 1.7 million impressions, growing substantial awareness of the new certification.
It’s another example of making a media budget work smarter, not just harder.
