Make a Difference Locally

Making a difference to MADL’s
social presence

We were tasked with increasing awareness of national charity Making A Difference Locally
which supports local community causes and small charities across the UK.


Our brief was simple: to increase the charity’s following, engagement and reach across
Facebook and Twitter, with a view to make them more well-known amongst Nisa Local
shoppers, Nisa members and local charities.

MADL were keen to show the big impact a small MADL donation has within local
communities through their bank of case studies to empower their audience to strike out
and make a difference too.

MADL Heart MADL Fund


We analysed the content that worked well for other charity organisations, industry trends, audience and popular topics within the third sector. This research phase was key to the success of MADL’s social strategy and formed the basis of a robust content calendar.

The next step was to develop a TOV that would allow us to educate, inspire and motivate our audience. We worked closely with the MADL team to develop emotive messages and stories we could share to foster a community of people who wanted to help make a positive difference in their local communities, too.

Notably, we created a weekly competition to spread a little #MADLMagic and encourage our online community to nominate a local cause or charity of their choice to win a small donation!

Inclusivity was key. Therefore highlighting the many ways in which our audience could make a difference, from buying products from Nisa’s Heritage own-range (which carry a MADL donation), nominating a local cause they care about or simply liking our updates, was a really important part of our strategy.

In addition, we utilised influential partnerships, including Kelloggs, Pepsi and Macmillan Cancer Support to create content which would engage and reward our audience, such as the below:


Since work commenced in February, we’ve achieved:

  • 1495%
    Increase in Facebook Fans
  • 357%
    Increase in Twitter Followers
  • 131,566%
    Lift in average Facebook engagements

Landscape Leading Social Engagement.

lift in average Twitter

“We are so excited to be working with Extreme; having Laura and Donna working on our social media is like having an extended team! They bring a high level of expertise that has seen our social engagement soar and with their creativity this is set to continue with lots more community competitions, leading to lots of money being donated to fantastic causes” Kate Carroll, Head of Charity



Jacob's Creek