In Australia an increasing number of wombats are affected by mange, a painful disease which left untreated leads to a slow and painful death – massively impacting wombat populations. Mange Management are an admirable not-for-profit organisation dedicated to treating and reducing the impact of mange on these furry little Aussies.
However, Mange Management is a charity that relies entirely on volunteers, government grants and donations. Every dollar raised goes directly toward saving wombats from the cruel effects of mange. With no budget for marketing or advertising, they rely heavily on organic social media to spread awareness, build community and drive donations.
As animal lovers, we were touched by their plight here at brindle, and so in late 2023, we took them on pro bono, offering our social media services to help extend Mange Management’s reach and impact.
the challenge:
With no budget and limited access to high-quality imagery or video content, building a strong and consistent presence on social media was a significant challenge.
The team needed to not only raise awareness of mange and it’s devastating impact on wombats but also inspire the public to take action – whether that be reporting sightings, donating, or simply sharing content to help spread the word.
Adding to the complexity, Mange Management’s entire operation is run by volunteers, meaning time, resources and tools for content creation were incredibly limited.
the solution:
We crafted a strategy that focused on consistency and quality over volume. With content scheduled twice weekly on Facebook and Instagram – strategically timed for Wombat Wednesdays (cute right?) and Sunday evenings when users are most active.
The strategy was focused around four content pillars:
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- Education – How to recognise and report mange
- How to Help – Donations, recycling programs, IGA partnerships
- Success Stories – Wombats who’d made full recoveries
- Volunteer Stories – From fieldwork to property owners doing their part
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To get the most out of the limited footage available, we recut existing landscape videos into reel-friendly formats and added compelling story arcs that spotlighted the challenges Mange Management faces, celebrated wins, and called on the community to get involved.
We also sourced user-generated content (UGC) by reaching out to users who had posted about wombats in the wild on their own pages. Once we explained the mission, many were more than happy to give us permission to share their videos, helping boost reach while humanising the cause.
the results:
With a strong focus on organic video and strategic posting, we achieved significant results without spending a cent.
facebook (13 Dec 2023 – 13 Dec 2024 vs previous year):
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- Reach: 8.9M (up 3200%)
- Content Interactions: 144.8K (up 360.7%)
- Profile Visits: 57.2K (up 507.5%)
- Followers: 5.3K new followers (up 470%)
- Video Watch Time: 1552 days
- 3-Second Views: 6.2M
- ThruPlays: 2.6M
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instagram (13 Dec 2023 – 13 Dec 2024):
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- Reach: 4.1M
- Engagements: 562.4K
- Followers: 23.1K
- Video Views: 9.4M
- Watch Time: 212 days, 35 minutes, 53 seconds
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combined:
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- 13M+ total reach
- 707K+ engagements
- 15M+ video views
- 1764 days of total watch time
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A majority of the new followers are located in Victoria (where Mange Management operates), directly supporting the organisation’s mission
And the cherry on top? Our work with Mange Management earned Brindle a Mumbrella Award nomination for Pro Bono Campaign of the Year.
key takeaways
It’s not always about having a big budget – it’s about having a big impact. This campaign proves that with a clear purpose, thoughtful strategy and creative thinking, even the most resource-constrained organisations can cut through.
By leaning on storytelling, leveraging short-form video (platform best practice), and staying focused on education and engagement, we helped Mange Management reach millions without spending a cent on paid media.
A great reminder that passion, purpose and consistency can be just as powerful as a marketing budget.
