Children’s hospice charity Shooting Star Chase challenged us to help them raise awareness on a tight budget, while also boosting their digital marketing portfolio. Social media was the obvious tool to help us achieve both tasks.
Our solution centred on a Mum of the Year Facebook competition, which allowed us to leverage those already supporting the charity and benefit from their willingness to participate. We asked users of the Facebook app to nominate their mum of the year by submitting a photo and caption, which other users could then vote for to decide the winner. The sharing of the nomination by asking friends and family to vote helped generate viral engagement – at no cost to the client.
With the chance to win a pampering day as the incentive to share and a strong emotional hook to build interest, we created a cost-effective viral campaign that improved the charity’s digital engagement.
The competition was optimised for both desktop and mobile platforms, helping the charity engage with a wider audience.