Content strategy, Social media advertising, Acquisition emails, Landing page, Stewardship emails, Personalised videos.
Bloodwise is the UK’s largest blood cancer charity. In the previous year, one of their most significant fundraising events, the Blenheim Palace Triathlon, didn’t meet its financial targets. We needed to help Bloodwise identify how their acquisition and stewardship campaign could work, and perform better. In order to do this justice we needed to gain an understanding of the existing content themes, by auditing what was already in place and give recommendations to drive meaningful interaction.
Following an immersion phase to truly understand our audience we created an overarching creative concept, a common thread, which tied together the different communications, creating a seamless and effective journey.
A strategic approach to journey planning resulted in a seven month plan of communications across a range of digital touchpoints.
As part of the journey we developed a personalised video platform - Social Pops which gave Bloodwise fundraisers a fun way to share key achievements on social media, in the form of a personalised video - starring them! This enabled participants to engage and promote their JustGiving page in a highly personalised way.