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Marketing

How a grassroots social media campaign helped boost regional & remote economies during Australia’s drought crisis

Buy from the Bush (BFTB) is a grassroots social media campaign that helped boost regional and remote economies and communities during Australia’s drought crisis.

The campaign was launched on Instagram by Grace Brennan in October 2019 and featured 275 businesses in its first four months. It has promoted a wide range of products and businesses, each selected to reflect the strength, creativity and productivity of country Australia. Analysis reveals that the initiative generated significant benefits for featured business, and a range of flow-on effects for business.

 

BFTB has positively impacted featured small businesses in regional and remote Australia in five key ways:

  1. Revenue
    BFTB helped generate $5 million for featured businesses during the evaluation period. On average, businesses experienced a 300% sales uplift within 1 month of being featured.
  2. Market access
    BFTB connected businesses with new customers across the country and around the globe. 38% of businesses began shipping interstate, while 19% began exporting overseas.
  3. Employment opportunities
    21% of featured businesses hired new staff to assist with their growth. Jobs created by featured businesses during the evaluation period were predominantly part- time positions.
  4. Entrepreneur empowerment
    BFTB has empowered a new cohort of female entrepreneurs in regional and remote Australia, whose expanded capabilities are enabling stronger, more resilient businesses. 45% of BFTB business owners learned a new
    skill; marketing and advertising, IT proficiency, and business and financial literacy foremost.
  5. Businesses reported that additional income from the campaign helped them enjoy greater freedom and give back to their
    communities. 90% of business owners said BFTB had improved their quality of life by boosting their self-esteem, reducing financial pressure and connecting them with a support network of other entrepreneurs.

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