Big is Better
The Challenge
In late 2018, Tommy’s, the baby loss charity, participated in The Big Give Christmas Challenge – the UK’s biggest online match funding campaign.
With one in five women suffering from mental illness during pregnancy the aim was to raise funds for the development of a mental health tool and support service.
To deliver success Spinnaker was briefed to develop a fundraising campaign using paid and organic social content marketing.
The Strategy
Fundraising through social can be a hard task amidst a busy newsfeed, and driving an action needs accurate targeting and creative with a strong, impactful early call to action.
With this in mind we devised campaign content and ads through the creation of a video manifesto from Izzy Judd alongside messaging from Amanda Holden. We also curated additional content in the shape of short form testimonial videos from other Tommy’s supporters and those affected by baby loss. This was all housed within newly created 3-D bumper assets depicting people coming ‘together for change’; a central Tommy’s brand theme.
We used targeting and re-targeting strategies to reach and engage a relevant audience and optimised the campaign with varying messages and posts throughout the two week campaign period.
The Results
Our paid social activity achieved over two million total impressions with over 18,000 clicks from paid ads, across Facebook and Twitter.
Through the sole use of social platforms and influencer outreach, we helped Tommy’s raise a total of £96,000 in two weeks, with an ROI of over 400 per cent.