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How an experiential digital campaign made
10 million people think differently about autism
Tom Madders
Head of Campaigns a...
5
THE NEED
When asked, parents said that their
child’s autism was often or sometimes
misinterpreted as naughty (75%),
strange (75%) o...
70% of parents and 79% of autistic people
feel socially isolated
50% sometimes or often feel unable to
leave the house bec...
Us
Friends (like us)
Family
“We’re in a bubble,
an autistic bubble,
thank God”
Mother of Autistic Child
PEOPLE TOLD US THE...
5
THE SOLUTION
The Aim:
To improve the lives of people with
autism and their families by changing
public perceptions, attitudes and
behav...
‘TOO MUCH
INFORMATION’
5
THE CAMPAIGN
HEARTBEAT AND HERO CONTENT
AUTHENTIC CONTENT
LAUNCH FILM
CAN YOU MAKE IT TO THE END?
GUARDIAN PARTNERSHIP
DIGITAL BANNERS & LENTICULAR
WEBSITE
MAP
VIRTUAL REALITY EXPERIENCE
5
THE RESULTS
All the following stats were recorded in the first 4 months that the
campaign was live.
HOW HAS IT DONE?
AVERAGE 4%
ENGAGE...
328,478 page-views
2 mins 13 secs dwell time
33,943 shares
GUARDIAN CONTENT
WHAT WE LEARNED
INVEST IN
GREAT
CONTENT
AND
SEEDING
MAKE
ABSOLUTELY
SURE OF
YOUR
RESEARCH
INSIGHTS
DATA CAPTURE
ISN’T CRUC...
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what el...
27 October 2016
London
#charitydigital
Digital
conference
Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016
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Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016 Slide 1 Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016 Slide 2 Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016 Slide 3 Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016 Slide 4 Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016 Slide 5 Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016 Slide 6 Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016 Slide 7 Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016 Slide 8 Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016 Slide 9 Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016 Slide 10 Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016 Slide 11 Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016 Slide 12 Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016 Slide 13

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Tom Madders, head of campaigns and community engagement and Chrystyna Chymera, marketing manager, National Autistic Society

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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Viral content and virtual reality – creating an experiential marketing campaign | Digital conference | 27 October 2016

  1. 1. How an experiential digital campaign made 10 million people think differently about autism Tom Madders Head of Campaigns and Community Engagement @TomMadders Chrystyna Chymera-Holloway Head of Insight and Strategic Marketing @ChrystynaNAS
  2. 2. 5 THE NEED
  3. 3. When asked, parents said that their child’s autism was often or sometimes misinterpreted as naughty (75%), strange (75%) or funny (71%) 28% of autistic people have been asked to leave a public place The public stare (88%), tut or make disapproving noises / gestures (74%), or actively avoid people on the spectrum (71%)
  4. 4. 70% of parents and 79% of autistic people feel socially isolated 50% sometimes or often feel unable to leave the house because they are worried about how others will respond to their autism 40% of parents and 54% autistic people have lost friends because of how they’ve responded to autism 36% of parents and 44% autistic people have lost a job for reasons relating to autism 51% feel lonely and 41% would like more friends THE SOCIAL IMPACT
  5. 5. Us Friends (like us) Family “We’re in a bubble, an autistic bubble, thank God” Mother of Autistic Child PEOPLE TOLD US THEIR WORLD SHRINKS “So now my children don’t see doctors or paediatricians at all, yes, they don’t go to doctor's” Mother of Autistic Child “You just avoid the situation, so we’ve closed ourselves off from the world” Mother of Autistic Child “I stay at home, and if there’s too much banter I can go upstairs” Autistic Adult “You become smaller and your world becomes a lot smaller” Mother of Autistic Child
  6. 6. 5 THE SOLUTION
  7. 7. The Aim: To improve the lives of people with autism and their families by changing public perceptions, attitudes and behaviour towards them. Targets: • Real understanding of autism (5% increase) • Behavioral change (5% increase) KEY INSIGHT When people make a connection between the behaviours and autism it triggers a natural desire to behave with empathy (rather than judgement).
  8. 8. ‘TOO MUCH INFORMATION’
  9. 9. 5 THE CAMPAIGN
  10. 10. HEARTBEAT AND HERO CONTENT
  11. 11. AUTHENTIC CONTENT
  12. 12. LAUNCH FILM CAN YOU MAKE IT TO THE END?
  13. 13. GUARDIAN PARTNERSHIP
  14. 14. DIGITAL BANNERS & LENTICULAR
  15. 15. WEBSITE MAP
  16. 16. VIRTUAL REALITY EXPERIENCE
  17. 17. 5 THE RESULTS
  18. 18. All the following stats were recorded in the first 4 months that the campaign was live. HOW HAS IT DONE? AVERAGE 4% ENGAGEMENT RATE SOCIAL GROWTH 24K+ 110K+ 4K+ HERO FILM 56M+ VIEWS 1M SHARES 25,000 CAMPAIGN SIGN- UPS 26% GROWTH IN AWARENESS VS. 0.7% av. for charity content 16% SHIFT IN UNDERSTANDING Guardian readers NFP
  19. 19. 328,478 page-views 2 mins 13 secs dwell time 33,943 shares GUARDIAN CONTENT
  20. 20. WHAT WE LEARNED INVEST IN GREAT CONTENT AND SEEDING MAKE ABSOLUTELY SURE OF YOUR RESEARCH INSIGHTS DATA CAPTURE ISN’T CRUCIAL TO AWARENESS MEDIA PARTNERSHIP CAN GROW DEPTH OF UNDERSTANDING PROS AND CONS TO USING NEW TECH INTERNAL COMMS AND BACKING ARE VITAL
  21. 21. 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
  22. 22. 27 October 2016 London #charitydigital Digital conference

Tom Madders, head of campaigns and community engagement and Chrystyna Chymera, marketing manager, National Autistic Society 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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