A bit of background... RAF’s leading welfare charity, provide direct support to 10,000 people each year. Started in 1919. BUT...
Low brand awareness among key audiences
70% of supporters over 70
Seen as a little ‘stuffy’/traditional
Competing with more exciting brands like Help for Heroes
Battle of Britain 70th anniversary Opportunities Biggest aerial battle in British history Lots of RAF related online communities to tap into Challenges Danger of reinforcing image of traditional, veterans charity Lots of military/RAF related organizations want a slice of the pie. How to differentiate ourselves?
Introducing 1940 Chronicle...N
1940s newspaper site, daily news on Battle of Britain
Five 1940s characters who blog and tweet about their personal experiences of the Battle
Live interaction on Twitter
Updates on Facebook
Long running campaign
The people @1940George @1940Jane @1940Frank @1940Alex @1940Mary
Characters on Twitter
Chronicle on Facebook
Getting the RAFBF message across Subtle – runs throughout story, eg. Mary often talks about burns victims being helped by the RAFBF Chronicle news stories about RAFBF Chronicle ran an appeal on behalf of the RAFBF But always in character to keep it authentic
Calls to action Very gradual approach, built relationship first Started with soft asks – RAFBF advert, spotlight links to Heartfelt Thanks campaign site and to donate Letters to editor for data capture Then added donate button and ran appeal in character in August Added ‘say thank you’ data capture mechanism in last couple of weeks RAFBF Twitter account follows all Chronicle character followers
Online promotion Identified and approached key influencers Wrote in character on forums Facebook advertising Day of action – Battle of Britain day – 15th September!
Day of action – 15/09/10 Big focussed outreach effort for one day. Contacted people we’d identified as key influencers and asked them to show their support on Battle of Britain Day by taking an action online
Actions ‘Twibbon it’ ‘Shout it’ ‘Be a hero’ ‘Start a trend’ ‘Blog it’ ‘Play your part’ Leave a message of thanks
Results so far 19,600 repeat visitors to campaign site (43,000 unique visitors) 183% Increase in online donations after adding donate button to Chronicle site Grown RAFBF twitter following from 25 to 746 Lots of great coverage Support from Stephen Fry Increase in brand recognition amongst target audiences Data capture – expanded email database
Future opportunities Possibility of resurrecting characters for future campaigns/appeals Possible teaching resource
Thanks for listening! Any questions? Yvonne Struthers Online Communications Manager @ystruthers Yvonne.email@example.com