Case Study: CARE Australia boosts women’s empowerment awareness with Icon Agency

CARE Australia boosts website traffic 1,557% with Icon Agency

Icon Agency was engaged by CARE Australia to support a PR and communications campaign called Her Circle. The campaign aimed to raise awareness about how poverty disproportionately affects women globally and to promote CARE Australia's work around International Women's Day. Key challenges were to build awareness with minimal paid spend, relying primarily on earned media and influencer partnerships to reach a target audience of Australians aged 25-45.

Icon Agency implemented a campaign created by an all-female team, focusing on earned media, influencer engagement, and strategic partnerships. They secured high-profile ambassadors and generated extensive media coverage. Icon Agency's work dramatically exceeded targets, achieving a potential reach of over 20 million in 2023 and increasing CARE Australia's website traffic by 1,557% during a key period. The client was thrilled with the significant boost in brand awareness.

CARE Australia