How Canal & River Trust made one TV advert into a multi-channel brand awareness campaign

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This is a summary of a session from Raw London's Relay event, 'How charity campaigns are more integrated than ever' which took place on Thursday 12 September 2019. Speaker: Georgina Garland, Social Media Manager at Canal & River Trust

Marketing

We explored ten
ideas, characters &
creative design
concepts & chose
one…

Say hello to ‘Well-B’
Well-B is our extraordinary little friend, who has recently discovered our
canals and rivers are a great place to spend time and recharge.

We don’t know how, but Well-B gets energy from people and places.
Look carefully at the wellbeing monitor on Well-B’s chest and you’ll
know just how Well-B feels.

Well-B doesn’t like the hustle, bustle and noise of busy streets in towns
and cities. In fact, Well-B becomes tired and sad after spending too
much time there - they drain Well-B’s energy and the wellbeing monitor
dips to a little red flicker.

Feeling this way makes Well-B go in search of nearby places to
recharge, places where people enjoy spending time.

https://www.youtube.com/watch?
v=3iRFOwFo22I

Campaign channels
TV
Primetime ITV, C4
and Sky channels,
but only in regions
where our
waterways are*
Digital website
banners
Again targeting by
location,
demographics and
search terms
Social media
advertising
Facebook,
Instagram, Twitter
and YouTube
Owned
channels
Social media
(organic), website,
and newsletter
*Excluding London. Provisional slots on programmes such as: The Voice, Coronation Street, Emmerdale, Sat morning with James M, ITV early evening news

Before launch
• FAQs
• Guidance for sharing
• Sharing plan
— When?
— Where?
— How?
• Internal comms
— Who?
— When?
— How?

Digital adverts
• Website banners
• Social media
— Facebook
— Twitter
— Instagram
— YouTube

Website
• Homepage
• Landing page
• Articles
• Quiz
• Onward journey

Social media
• Header images
• Video – full & short
• GIFs
• Images
— Facebook & Twitter
— Instagram
— Instagram Stories

@canalrivertrust
/canalrivertrust
/canalrivertrust
Thank you!
Georgina Garland
Social Media Manager
georgina.garland@canalrivertrust.org.uk

We’re on a mission to transform the way
charities and brands communicate. By joining
up our thinking, we can help shape the
campaigns of tomorrow.
Get involved.
raw.london

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How Canal & River Trust made one TV advert into a multi-channel brand awareness campaign

1. How Canal & River Trust made one TV advert into a multi-channel brand awareness campaign Georgina Garland, Social Media Manager Thursday 12 September 2019

2. Brand Awareness Campaign Summer 2019

5. Comic relief Compare the Market Visit England – Wallace & Gromit Children in Need Direct Line – Winston Wolf M&Ms Characters (or fluent devices) are proven to deliver stickier & have more emotional connections which are an effective and efficient way to build brand recognition

7. We explored ten ideas, characters & creative design concepts & chose one…

8. Say hello to ‘Well-B’ Well-B is our extraordinary little friend, who has recently discovered our canals and rivers are a great place to spend time and recharge. We don’t know how, but Well-B gets energy from people and places. Look carefully at the wellbeing monitor on Well-B’s chest and you’ll know just how Well-B feels. Well-B doesn’t like the hustle, bustle and noise of busy streets in towns and cities. In fact, Well-B becomes tired and sad after spending too much time there - they drain Well-B’s energy and the wellbeing monitor dips to a little red flicker. Feeling this way makes Well-B go in search of nearby places to recharge, places where people enjoy spending time. https://www.youtube.com/watch? v=3iRFOwFo22I

9. Campaign channels TV Primetime ITV, C4 and Sky channels, but only in regions where our waterways are* Digital website banners Again targeting by location, demographics and search terms Social media advertising Facebook, Instagram, Twitter and YouTube Owned channels Social media (organic), website, and newsletter *Excluding London. Provisional slots on programmes such as: The Voice, Coronation Street, Emmerdale, Sat morning with James M, ITV early evening news

10. Before launch • FAQs • Guidance for sharing • Sharing plan — When? — Where? — How? • Internal comms — Who? — When? — How?

11. Digital adverts • Website banners • Social media — Facebook — Twitter — Instagram — YouTube

12. Website • Homepage • Landing page • Articles • Quiz • Onward journey

13. Social media • Header images • Video – full & short • GIFs • Images — Facebook & Twitter — Instagram — Instagram Stories

14. @canalrivertrust /canalrivertrust /canalrivertrust Thank you! Georgina Garland Social Media Manager georgina.garland@canalrivertrust.org.uk

15. We’re on a mission to transform the way charities and brands communicate. By joining up our thinking, we can help shape the campaigns of tomorrow. Get involved. raw.london

How Canal & River Trust made one TV advert into a multi-channel brand awareness campaign

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