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RABI

The Royal Agricultural Benevolent Institution provides guidance, financial support, and practical care to the farming community across England and Wales.

RABI sought Hillsgreen’s expertise to support their digital marketing initiatives to enhance brand awareness and drive applications for the Return to School campaign, with a particular focus on expanding recognition among a broader demographic, including all farming families.

Objectives
  • Increase awareness of the Return to School grant
  • Gain 2,000 applications for the grants
  • Increase awareness of RABI to a younger farming family

+76,207

impressions

+235

click-throughs from influencers

+6,798

reach

WHAT WE DID:

To enhance the effectiveness of RABI’s campaign, we strategically adjusted our approach, with an emphasis on reaching a wider audience of new applicants and closely monitoring social media sentiment.

In the initial phase, our strategy involved leveraging an organic social plan, utilising community Facebook groups, and collaborating with up to four influencers, including notable figures such as Farmer’s Wife and Mummy and Sophie Gregory.

Working closely with the client, we changed the campaign messaging to ensure it prompted people about what they would require before starting their application.

As anticipated, engagement experienced a slight decline in the second phase. To counter this, we strategically increased our influencer outreach and introduced paid social efforts to boost application numbers. Some of the influencers we worked with throughout the entirety of the campaign included:

  • Joe Seels
  • Sophie Gregory
  • Farmers Wife and Mummy
  • Charlotte Ashley
  • Olly Blogs
  • Emma Gray
  • Gareth Wyn Jones
  • James Herrick
  • Rebecca Wilson
  • The Sheep Game
  • Charlie Farms

 

All influencers played a crucial role in the campaign’s success. Farmers Guardian also featured Charlotte Ashley’s reel, significantly enhancing brand awareness and reach of the grant.

We are delighted to share that our efforts have earned us a nomination for the Northern Digital Awards in recognition of the success achieved with the RTS campaign.

We cannot overstate the invaluable contribution that Hillsgreen made to RABI’s Return to School campaign. From the outset, their team exhibited an exceptional level of dedication and expertise in digital marketing. Their strategic approach, combined with their understanding of our target audience, allowed us to surpass our goals in terms of awareness and application numbers. Hillsgreen’s ability to adapt and refine our messaging throughout the campaign ensured maximum impact, and their collaboration with influencers and Facebook groups proved to be hugely successful in extending our reach. We were impressed with their professionalism and would wholeheartedly recommend Hillsgreen to any organisation seeking to make a real impact in their digital marketing efforts.

Lee Krawczyk Head of Communications

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