Supporting our Mates in the bush

Raising awareness and money for Aussie farmers and regional communities doing it tough

Mates Day is Rural Aid’s largest annual giving day and in 2022, Aruga wanted to show our mates in the bush we were there for them.

So, we brought together Rural Aid and rising indie pop star Jem Cassar-Daley, daughter of Australian country music legend Troy Cassar-Daley, to release an original version of Carole King’s iconic anthem, You’ve Got a Friend.

The powerful anthem helped shine a spotlight on farmers and rural communities doing it tough and encouraged Aussies to donate to a great cause: providing water and food deliveries and financial and counselling support.

Bringing together media relations, content creation and influencer engagement over eight weeks, the result, reach and impact of this campaign cements it as one of Aruga’s favourites. Find it on Spotify.

This campaign was delivered in partnership with Ripe Solutions.

Campaign results

1131

Total editorial clips

2.6M

Potential media audience reach

$278,703

Estimated advertising value from PR coverage

27,000+

Spotify streams

3

Curated Spotify playlist adds on release

11

Influencers engaged

700,000+

Potential influencer audience reach

100%

Positive campaign sentiment

Deliverables

Creative Concept

Brought together Rural Aid and Jem Cassar-Daley to record a version of Carole King’s You’ve Got a Friend including end-to-end artist and track management and development of an accompanying music video and social assets.

Influencer Engagement

Engaged 11 influencers to post about Rural Aid’s Mates Day on Wednesday 23 November, reaching a potential combined audience of 700,000+ Aussies.

Copywriting

Researched and developed high-quality media materials to support editorial pitching, including a campaign media release, backgrounder, farmer profiles and staff bios.

Winning tactics

Engaging Jem Cassar-Daley to record a new version of You’ve Got A Friend for Mates Day 2022, which resulted in high-quality general news coverage (ABC News Breakfast, The Sunday Mail, TODAY Show) and inclusion in ABC Radio’s national playlist for broadcast across the country the week of Mates Day.

Producing and distributing a Radio Release to stations and newsrooms across the country, with mass pick-up giving radio the highest volume of coverage for this campaign with 394 clips (including syndications), reaching a potential audience of 1.18M.