The Brand
Alzheimer’s Research UK
The Brief
Alzheimer’s Research UK asked Killer to review and refine their existing product, Running Down Dementia.
The product had previously been piloted in 2016, with limited investment, and had proven successful as a concept. The core proposition is to run 100km and raise £100 for the charity, over the summer.
The Work
Killer reviewed the charity’s proposition ideas for 2017, ensuring clear messaging and a simple fundraising ask. This included a review of audience motivations to influence the creative brief.
We then developed creative concepts to inject extra energy into the acquisition campaign, with headlines containing a mix of cause and challenge focused messages.
Killer also reviewed the existing warm channel acquisition plan, and supplied a draft media plan for use in house. We then mapped out a stewardship plan across social and email channels, to help add a personal touch and to keep runners motivated.
Alongside the master creative, we developed a range of assets for the campaign roll out – from posters and leaflets, to digital ads and more.
The Timings
Campaign went live May 2017
Strategy Development
Proposition review Review of acquisition plans Media plan Stewardship plan
Creative Assets
Creative concepts Photo shoot guidance Master ads Digital ad examples: Facebook, Search, Instagram, GDN Community fundraising poster & lealfet Social sharing imagery Corporate poster & flyer FAQs doc layout Merchandise mock ups
