Share
The Dignity
We worked with Share the Dignity on their corporate giving campaign for It’s in the Bag, to reach purpose-led business women who need meaningful Christmas gifts for their clients and team members, without the hassle. We delivered an integrated marketing strategy and creative development that cut through the noise and resonated with our audience.
RESULTS
342,434
INTERACTIONS ACROSS
FACEBOOK AND INSTAGRAM
META ADVERTISING:
$0.28
COST PER RESULT
+256%
WEBSITE TRAFFIC INCREASE FROM LAST YEAR
145,609
BAGS RECEIVED FOR WOMEN IN NEED
Our Vision
This campaign was born from our own experience at Cake. What started as an annual tradition - our team shopping together, assembling 'It's in the Bags', and connecting with a cause that matters - revealed something bigger. If this simple act could be so meaningful for us, imagine the impact when scaled not just to large corporations, but to every business across the country.
Female-led businesses are purpose-driven, yes, but also drowning in end-of-year tasks. And corporate gifting has become a cycle of hampers that are split awkwardly across a team, and branded merchandise that goes straight to the bottom drawer.
We saw a gap. What if we could turn corporate gift-giving into something that truly mattered and made it easy?
The Challenge
Each year, corporate teams and small business owners face a common challenge: they are deeply motivated to give back, yet time-poor. It’s no longer just about finding the right gifts for clients and staff, but also navigating the logistical hurdles of reaching people who are now largely remote or working from home.
With this campaign, we wanted female-led businesses to purchase virtual bags from Share the Dignity’s ‘It’s in the Bag’ campaign, positioning them as meaningful corporate or staff gifts for Christmas 2025.
Introducing
'A Bloody Good Christmas'. We transformed the traditional hands-on giving experience into something virtual and accessible. No logistics. No hassle. Just impact. Any business could participate (enterprise or startup) and contribute meaningfully without the usual barriers.
Our main goal wasn’t donations. We wanted to build a community of advocates that Share The Dignity could nurture relationships with into the future. Female-led businesses that would show others that doing good doesn't have to be complicated or boring. That you can be purpose-driven without sacrificing personality.
For the creative, we reflected this message, retaining Share the Dignity's brand foundations but pushing it somewhere bolder, cheekier. "Because no one cried happy tears over a branded water bottle" isn't just a line; it's the truth everyone thinks, but nobody says. And that honesty, wrapped in humour and dignity, created attention.
We led a comprehensive campaign encompassing:
Campaign concept, brand, and visual identity development
Marketing and communications strategy
Strategic PR activation in partnership with MHPR (securing attendance from Mamamia, Channel 7 and other key media)
Meta advertising
Email and communications flow, including design and copywriting
Organic social content creation
Landing page design and copywriting
We collaborated with Belle Creative Co to produce a suite of photographic and video content that brought the campaign to life across all touchpoints.
We also secured Merch Girls as campaign sponsors, producing branded merchandise distributed at the launch event and sold via Share the Dignity's online store to drive further donations and brand exposure.
The Share the Dignity campaign demonstrates how Cake’s senior marketing expertise can transform and support a national marketing team during their busiest periods. By delivering end-to-end campaign management (from campaign development and creative production to paid media and PR coordination), in partnership with MHPR, we enabled the Share the Dignity team to focus on their core mission whilst achieving record-breaking results.
We developed a comprehensive suite of campaign assets designed to maximise impact and efficiency across all stakeholders:
Share the Dignity received ready-to-execute communications materials, streamlining their workload whilst maintaining brand consistency during their busiest period.
Corporate partners who joined the campaign were provided co-branded templates to communicate to their clients and team that they had purchased the virtual bags as Christmas gifts, and demonstrate their commitment to purpose-driven gifting.
Brand ambassadors and influencers received shareable content to amplify the campaign's reach across their networks.
Distribution spanned organic social channels, paid Meta advertising, email marketing, and influencer partnerships to ensure maximum visibility and engagement.