We achieved strong results that went far beyond the campaign KPIs by creating a holistic campaign which complimented Fairtrade’s organisational goals while delighting consumers and drastically increasing brand awareness. We utilised concept development, creative design and production, media strategy/planning and full campaign implementation, optimisation and reporting. We advertised using Facebook, Instagram, native ads, web retargeting, mobile geofencing, and digital panels in strategic locations around different shopping centres in Australia and New Zealand. This fruitful creative partnership can be attributed to how Fairtrade’s values align perfectly with those of Purpose Communications. Fairtrade communicates by promoting the global benefits of ethical work, focusing on the farmers behind your daily consumer choices and how choosing ethically-produced goods makes a tangible difference to communities. We share those values, meaning we were on the same page from day one. That doesn’t mean it was easy – quite the opposite! – but it meant that we shared a strong intention to get the job done in the right way, for the right reasons.