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Co-creating content with the real people in your stories | The power of human stories conference | 28 February 2019

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Jemma Sullivan, senior brand manager and Emma Hetherington, head of content and news, Diabetes UK

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Co-creating content with the real people in your stories | The power of human stories conference | 28 February 2019

  1. 1. Co-creating content with real people in your stories Emma Hetherington – Head of Content & News Jemma Sullivan – Senior Manager, Brand & Creative
  2. 2. Making the invisible visible
  3. 3. “Nothing external reflects the enormity of this condition. We didn’t grow wings on diagnosis day. No such magic. Diabetes gave us only one gift – its invisibility – which is as much a curse as a blessing” - Claire Rogers, blogger
  4. 4. Reaching people with stories to tell • Focus groups • Front line • Crowd sourcing
  5. 5. Focus group approach
  6. 6. Tone Copy Visuals Calls to action
  7. 7. Principles for creative development • Not to shock people into action…but to raise a question in our audience’s mind • Highlight something that is relevant to their own story (= blood glucose levels of 48, the 15 healthcare essentials) that nudges them to think “this is something I need to think about” • Be action oriented, positive, non-judgmental • Be clear about how we can help – prevent versus protect • Include someone like them in the ad • Be visual – text based ads did not engage
  8. 8. • We drove over a million people to our website, against an initial target of 75,000 and an updated target of 800,000 based on industry benchmarks • 66% of these were new to Diabetes UK • 26% conversion result against a target of 20% based on typical website performance Campaign results
  9. 9. From the front line – being in clinic
  10. 10. Crowdsourcing content
  11. 11. • By giving the campaign over to the diabetes community, we smashed our targets receiving over 400% more book orders than we had projected (benchmarking against 28 charities) • Email opt in rate of 58% versus target of 37% • Membership conversion rate of 14% versus target of 7% Campaign results
  12. 12. What we’re learning
  13. 13. • Get close to the people whose stories you want to tell – what they say may surprise you • Try out different co-creation methods • Make it easy for people to find ‘someone like me’ • Test & learn as you go • Keep listening and keep learning Co-creation works
  14. 14. The power of human stories: how to be an authentic storyteller 28 February 2019 London #CharityStories
  15. 15. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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