Meet the Mind Behind the Magic

Meet our founder, Caroline O’Neill. Mother of Pearse, Darragh and Tess, wife of Gerard and the mind behind the magic of Digg Deep For Kids. 

You may know Caroline as the founder of the down to earth blog, @diggmama. Or maybe you know her as the founder of @diggforsuccess, the amazing blog and podcast for budding entrepreneurs. You also may know her as the co-founder of the incredible NI Social Media awards, which pays homage to businesses and their incredible use of social media.

Before Caroline decided to take on the world of social media, she owned Digg Childrenswear. Every year, she worked alongside her customers to provide as many gifts for the Cash For Kids Mission Christmas campaign as possible. In 2019, Caroline returned back to work after having her baby girl, Tess, to find that there was a substantially low amount of gifts in the Digg Childrenswear box. 

Caroline decided to turn to social media, and encourage as many of her followers to contribute to the collection as possible, in order to make the lives of children in Northern Ireland that little bit brighter for Christmas.

The response was overwhelming. So much so that Caroline was able to raise £23,000 in 4 days, and with the help of other influencers, provide hundreds of children with gifts for Christmas day.

From here, the campaign snowballed into something absolutely incredible. In 2020, Caroline and the Digg Deep for Kids campaign worked alongside Cash For Kids, Women’s Aid and Children In Northern Ireland, and raised a sensational £102,940.00. With the combined power of generous local businesses, dedicated influencers and overwhelming kindness from people like you, we were able to turn that £102,940.00  into almost a quarter of a million pounds worth of goods. 

This year, we’re ready to make a huge difference yet again, supporting Cash for Kids, The Simon Community and Society of Saint Vincent De Paul. Our goal is to bring more kindness, more joy and more light to homes throughout our communities this Christmas.
We Can and We Will, make a difference. Let’s Digg Deep for those in need.