The Challenge
The Mater Foundation sought to increase the size of its supporter base and build a loyal following. They wanted to capitalise on the brand awareness of Mater Prize Home and build a stronger connection with the Mater, showing how funds raised supported the community. Ripe was tasked with creating a strategic creative concept to exist across multiple channels, target audiences, and messages, and to balance an emotive, engaging brand connection with a tactical sense of urgency in the messaging.Ripe's Approach
Ripe undertook a brand review and thorough market and competitive analysis to determine the extent of pre-existing brand recognition, the current and target supporter demographics, the extent of Mater Lotteries participation and supporter motivations, as well as perceived barriers to purchase.
In order to create and implement a cohesive strategy spanning digital, PR and ATL media marketing (incl. brochures, OOH, EDM banners, search and social media advertising, print and editorial), Ripe set out to forge a strong, ongoing partnership with the Mater Lotteries marketing team.
Ripe developed a retail campaign for the subsequent Mater Prize Home lottery to leverage brand investment and drive sales conversion and underpinned all messaging with a cause story to clearly reflect where and how raised were being utilised—delivering exceptional medical research and care in the community.
The Result
As a direct result of Ripe’s marketing strategies and execution, Mater reported an increase in new daily transactions (exceeding targets by 10%) with new VIP memberships growing exponentially every month and
A significant uplift in all brand metrics recorded. Mater campaigns driven by Ripe have consistently exceeded targets and sales records, with almost all subsequent lotteries selling out—and two lotteries ranking as the most successful in Mater Prize Home history!
Let's chat
Ripe's Approach
Ripe undertook a brand review and thorough market and competitive analysis to determine the extent of pre-existing brand recognition, the current and target supporter demographics, the extent of Mater Lotteries participation and supporter motivations, as well as perceived barriers to purchase.
In order to create and implement a cohesive strategy spanning digital, PR and ATL media marketing (incl. brochures, OOH, EDM banners, search and social media advertising, print and editorial), Ripe set out to forge a strong, ongoing partnership with the Mater Lotteries marketing team.
Ripe developed a retail campaign for the subsequent Mater Prize Home lottery to leverage brand investment and drive sales conversion and underpinned all messaging with a cause story to clearly reflect where and how raised were being utilised—delivering exceptional medical research and care in the community.
The Result
As a direct result of Ripe’s marketing strategies and execution, Mater reported an increase in new daily transactions (exceeding targets by 10%) with new VIP memberships growing exponentially every month and
A significant uplift in all brand metrics recorded. Mater campaigns driven by Ripe have consistently exceeded targets and sales records, with almost all subsequent lotteries selling out—and two lotteries ranking as the most successful in Mater Prize Home history!
Let's chat
