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Vinnies have been a well-loved charity in Australia for over 160 years, but a strong brand had not translated to an engaged online community.

We helped transform the culture and practices of an Australian icon to become an online leader. And they loved our work so much that one contract became nine, including an organisation-wide digital audit and strategy, search engine marketing, and ongoing social media management.


  • Vinnies is kept alive by donations, but their donor base was ageing rapidly.
  • Campaign after campaign after campaign
  • Staff were siloed and weren’t working in collaboration with each other to tell the best stories online
  • Data was not being used strategically to inform campaign decisions
  • The public knew about Vinnies’ op shop stores, but not a lot about their life-saving services and charitable work in our community.


  • Put in place an ‘always on’ content marketing strategy to transform a silent, stagnant following into an empowered community of active Australians
  • Helped build a culture of content, whereby staff members are equipped with tools that make them passionate content producers and storytellers
  • Made data a priority, educating the team about metrics that matter and how to make data-driven decisions. Our monthly dgital reports are now circulated nation-wide throughout the organisation.
% increase in traffic to their website
$ returned for every $1 invested in search engine marketing
strong Facebook community


“We are very proud to be working with such a creative and professional digital agency. Having ntegrity become an extension of our digital team has allowed our online growth to be nothing short of remarkable. They are a great team to work with, always approachable and very efficient in moving from idea to outcome."
- Sharni McLennan, National Digital Lead