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My favourite campaign story of 2018 (and what we can all learn from it)

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At IFC Holland 2018, Fiona Koch, Account Planner & Director at Raw London, was lucky enough to see a session run by Lori Davison, Head of Brand at SickKids Foundation, and Daniel Shearer, Team Lead for SickKids Campaign at Cossette Agency. The session was called ‘SickKids VS Apathy: a deep dive on the success of a groundbreaking healthcare campaign, what worked and what didn’t‘.

The SickKids VS brand platform has garnered international awards for groundbreaking creative. Lori and Daniel’s session dug deep into the results of the campaign – what worked well, what didn’t, and some of the key learnings taken away by the strategic leadership on both the client and agency side of the project.

Fiona was so inspired by this session that she took the opportunity to share what she had learned with the audience at Raw London’s event, Your Best Content Campaign, on Thursday 15 November 2018.
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Fiona Koch - Raw London - Relay by Raw London - Thursday 15 November 2018

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My favourite campaign story of 2018 (and what we can all learn from it)

  1. 1. My favourite campaign story of 2018 (and what we can all learn from it) Fiona Koch Account Planner & Director Raw London
  2. 2. SickKids VS Apathy
  3. 3. Hospital for Sick Children Founded in 1875 Toronto, Canada Top 3% children’s hospital
  4. 4. Integrated creative agency Founded in 1975 Quebec, Canada 650 full-time staff
  5. 5. 2014 https://www.youtube.com/watch?v=2MFrTJpdzkk
  6. 6. 2014 Record-level donations
  7. 7. 2014 Record-level donations Lots of awards
  8. 8. 2014 Record-level donations Lots of awards Why change?
  9. 9. New fundraising goal:
  10. 10. New fundraising goal: $1.3 billion by 2020
  11. 11. New fundraising goal: $1.3 billion by 2020 Largest in Canadian healthcare history
  12. 12. “We’re not going to get there by talking to the same funder and telling her what she already knows.”
  13. 13. The perception shift
  14. 14. The ambition: JOLT into ACTION new potential donors who are sitting on the sidelines.
  15. 15. The driving insight: SickKids is a high performing organisation that is winning.
  16. 16. The perception shifts:
  17. 17. The perception shifts: Charity → Performance
  18. 18. The perception shifts: Charity → Performance Keeping up → Winning
  19. 19. The perception shifts: Charity → Performance Keeping up → Winning “Help us” → “Join us”
  20. 20. The solution
  21. 21. An orchestrated ecosystem: From campaign thinking to brand experience.
  22. 22. The giving mindset:
  23. 23. The giving mindset: Generalisation → Specificity
  24. 24. The giving mindset: Generalisation → Specificity Abstract → Tangible
  25. 25. The giving mindset: Generalisation → Specificity Abstract → Tangible “Some day” → “NOW”
  26. 26. 2014 campaign: Better Tomorrows “Too much mass appeal”
  27. 27. “Make it personal with a side of unexpected.”
  28. 28. The result
  29. 29. SickKids
  30. 30. SickKids VS
  31. 31. SickKids VS The greatest challenges in child health
  32. 32. 2016 https://www.youtube.com/watch?v=78mNZeDaMtk
  33. 33. Huge PR campaign Big celebrity influencers 100s of events Creative out of house
  34. 34. Huge PR campaign Big celebrity influencers 100s of events Creative out of house MASS SATURATION
  35. 35. Did it work?
  36. 36. Raised $145m in Year 1
  37. 37. $70m individual giving $40m major donors $35m corporate partnerships
  38. 38. 1. Brand health 2. Donor loyalty 3. Propensity to give
  39. 39. 1 in 5 brand recall among charities.
  40. 40. 1 in 10 people in Toronto have donated.
  41. 41. 25% of new donors were 18-34 year olds with less than $100,000 household income.
  42. 42. However...
  43. 43. Can a charity be too successful at fundraising?
  44. 44. Year 3 and beyond
  45. 45. Year 1: Kids as heroes Year 2: New building ‘reveal’ Year 3: Donors as heroes
  46. 46. 2018
  47. 47. 3 key take- aways
  48. 48. 1. Think of your brand as a platform and an experience, not just a campaign.
  49. 49. 2. Get personal. Create connection by putting your audience at the centre of the success story.
  50. 50. 3. Being brave and bold can pay off in big ways.
  51. 51. Being brave and bold can pay off in big ways.
  52. 52. Raw London Celtic House 33 John’s Mews London WC1N 2NA 020 7831 6060 raw.london facebook.com/rawlondonuk twitter.com/rawlondonuk instagram.com/rawlondonuk Thank you!

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