Some of you might have heard me talking with Laila at NFP Tweetup 7 at Justgiving’s offices last November. A lot smaller, less daunting than talking to all of you here...We thought it would be interesting to talk about the second outing of Active Fat that happened in October and how we built on our previous success.
BackgroundCollaboration between 3 charitiesWhat is active fat?Successful first year, wanted to build on that again for a second year.
New website, new video bringing all our messages together. New social media sharing tools.2010 aimed at everyone, tailored this in 2011: Aim was to get men aged between 45-55 (who are at the highest risk) to measure their waist. An increased waist size increases your risk of developing these three terrible things so aim was to get people to measure themselves properly.Strategy consisted of a ‘journey’. 3 key easy steps to take people through. So these doubled up as key messages and objectives which we put KPIs against. Aims: watch video...
... Measure waist (properly) – tell them how...
... Then fight back/take action. Links through to relevant healthy living info across the 3 charities websites, Change for Life, NHS and others.Facts and figures at the end, along with comparison between 2010 and 2011.
This year to maximise coverage of as many channels as possible, we put together a multimedia plan to include social, web, traditional and video. For the PR element we ran a survey of 1,000 men (who were the target audience this year) which found that they are underestimating their waist size by more than 2 inches. To get this headline we compared the ‘guesstimated’ waist size from the surveywith the official figures for UK men. We promoted the news story and campaign through a press release, search marketingand a radio day. National media really liked the story, and we picked up coverage in the Express,Sun, the Mail and the Telegraph online.As well as PR, we seeded the video on a number of sites that are targeted to men over 40, partnered with the Mirror newspaper and set up PPC campaigns from each of the three charities.All three of us also promoted the site from our own websites and our eNewsletters to supporters. And CRUK engaged their corporate partner BT who also drove staff to the site. And now over to Roberto for the social media elements.We ran Facebook ads focusing them on our target audience (we’ll talk through the results later) We decided that instead of starting a campaign specific page Facebook or Twitter account that we’d make sure we leverage our exisiting support, why start from a standing position having to find new fans and followers when we have 100,000s of thaousands of fans and followers already? We scheduled Facebook posts throughout launch day because we knew that there are a lot of people who will like all 3 charity pages, so timed posts effectively so we weren’t all talking about this at the same time so that way the campaign felt bigger but also focused to our tone of voice on Facebook.
The really exciting bit was the active fat character take over of the @theBHF twitter account.This handy Twitterwonk (all Joe’s work...) Venn diagram shows overlap between followers of the 3 charities, so whilst we would be talking to some of the same people, look at just how many more individual followers we would be engaging with together.As I mentioned earlier, why start with a blank slate when between us we can engage hundreds of thousands of people? At the BHF we’ve tested out a few take overs with another character we have Unfortunate Eric so we knew our audience would get the concept and it allowed us to be really cheeky, we thought the active fat character should have a Phil Mitchel type feel to him.During the day we changed our twitter profile and we acted as the bad cop to CRUK and DUK’s good cop. The response was fantastic, lots of people engaged with us old and new and you’ll see later how it helped drive traffic – which was the main aim of our campaign.
As I mentioned earlier, why start with a blank slate when between us we can engage hundreds of thousands of people? At the BHF we’ve tested out a few take overs with another character we have Unfortunate Eric so we knew our audience would get the concept and it allowed us to be really cheeky, we thought the active fat character should have a Phil Mitchell type feel to him.During the day we changed our twitter profile and we acted as the bad cop to CRUK and DUK’s good cop. The response was fantastic, lots of people engaged with us old and new and you’ll see later how it helped drive traffic – which was the main aim of our campaign. See Storify for more tweets and what people were saying: bit.ly/storifyactivefat
Why work together?Harnessed existing audiences...Louder voice – utilising all of our social media likes and followers (totalling: 57,000+ followers and 312,000+ likes) Huge reach compared to us each taking action on our own.Combined resources in terms of expertise and money – meaning we can do more together.Warming up the audiences via social media increased engagement once people actually visited the Active Fat site.
2010 activity was quite difficult. Too many people at high levels having to make decisions. This year that was changed and the working relationship was much improved. Decisions were made quicker.Should we have a standalone Active Fat twitter account? Nice idea, who would manage it long term, no followers at the beginning so reduces engagement. Made more sense to utilise our large number of followers by doing a “takeover”.Character originally planned to move to all three charity Twitter accounts on launch day, however @CR_UK were concerned this takeover - along with the dramatic departure in tone - was not right for their followers. And @DiabetesUK felt it would be strange if the character too over only 2 of the 3 accounts.Compromised, @theBHF had previous “takeover” experience so was decided we’d all interact with the character via their feed.Important to remember everyone has different followers, and your tone to them is important – don’t take a departure from this. All worked out well.
This year, a lot better.
Medium level cost/ engagement £2.74 includes onsite video plays, video finishes engaged, BMI and waist measurements.High level cost/ engagement £2.75 includes visits to Practical tips section, actions taken on section.
Facebook ads cost: £3,500 total, £0.73 per click.
We’ll have to wait for full evaluation... Would like to!
•32k visits to website....so far! (compared to 19k in 2010) •Bounce rate av. 40.84% in 2011 In 2010 was 63.85%. •31% conversion rate from viewing the video to moving on an taking action (measuring waists or BMI) •Core KPI was measure (waist & BMI) – 8519 as of WK 5 •After entering their waist measurement/BMI, 82% of visitors to the site went on to the “take action” pages (vs 50% target) •Of these people 63% then took actions on the page such as click throughs to our links. Compared to 50% target. Original KPI predicted that 10% of people who watched video would go onto measure waist/BMI. Found that people were actually skipping the video and going straight to the measuring pages. This meant out KPI was 12x over target...#ActiveFat
Facebook advertising: 11million+ impressions, 4,815 clicks (targeted solely at men aged 45-55) 10,0000 visits in Wk 1. Half traffic in first week came from bit.ly/ActiveFat link on Twitter/Facebook (for a campaign website, this is impressive)#ActiveFat