Brand awareness is intrinsically linked to fundraising – it helps evidence the charity’s case for support. By finding an interesting hook and telling a compelling story, you can tap into emotions, build trust and create action.
Until very recently, Independent Age would say themselves that they’re the 150-year-old charity that no one’s ever heard of. Our task was to create a test and learn awareness campaign that would help the charity gather insight into their audiences.
Our big idea tapped into the fact that no matter how intelligent or experienced we are, we’re never going to know everything. With thought-provoking headlines, our goal was to reassure our older audience that it’s okay to ask for help.
From a quirky biker dressed in black to a mumsy-looking lady, we chose models with interesting characteristics and varied personalities, and got them looking directly into the lens to make eye contact with our audience. The media plan involved 9 different master visuals, with over 220 different combinations of messaging and audience targeting – a whopper of a test, with some fascinating results.
Awareness campaigns come in many forms, so we always start with a few of key questions: What’s our objective? What do we want people to think and feel? And what’s the call to action? For example, it might be that we’re looking to increase brand recognition, encourage sharing, improve warmth towards the charity or drive engagement. It’s also critical to build in a strong call to action so that we can measure response and return on investment.
Our task is to come up with an interesting new hook – a reason for people to stop and pay attention. We drill into audience insight, and work out what will make them tick.
We carefully position the messaging depending on the objective: for example, encouraging older people to contact an advice line, not by portraying them as pitiful, but by pointing out that no matter how experienced or wise they are, there might still be things they don’t know – as there would be at any stage in their life. Or when it comes to broaching the topic of mental health with teachers, using comedy as our vehicle to bring down barriers and soften the sensitive messaging.
Once we have the big idea, we create and manage every element of the campaign, including targeted digital ads, radio, TV and press. By incorporating clear, trackable calls to action, we can monitor exactly how the campaign performs. And by optimising campaigns based on real-time results, we ensure you get maximum reach and response for your money.
- The funny thing about teaching
- Info and Advice
- 30 Days Wild
- Kiss Goodbye to MS
Anand ModhaCommunity Development Manager “The quality of the creative has always been amazing. They bring an energy to a project, and often take ideas in new, and unexpected directions. They came to our challenge of refreshing and broadening our Day for Change product which has stayed static for 25 years. The look and feel at once met our brand requirements, but also stretched it to an engaging and different look and feel. I’d recommend Killer.”
|£445k Raised in Year 1||1.4k Sign ups|