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.
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.
Review of acquisition plans
Photo shoot guidance
Digital ad examples: Facebook, Search, Instagram, GDN
Community fundraising poster & leaflet
Social sharing imagery
Corporate poster & flyer
FAQs doc layout
Merchandise mock ups