***Warning: some of the content in these videos may be shocking, offensive or upsetting*** Emma Sheppard, head of brand and communication, St John Ambulance 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

1. How to plan an engaging, integrated
campaign
The Chokeables

2. Brief
St John Ambulance teaches first aid so more people
can be the difference between life and death.
Develop an integrated campaign which would teach
first aid directly to parents. It needs to engage and
get them sharing so more people can help a
choking baby and be inspired to learn more first
aid.

3. The Chokeables…

4. What is an integrated campaign?
A co-ordinated campaign with your ‘customer’ and
their experience at its heart
Maximises all touchpoints/channels available
Reinforces your message – giving clarity,
consistency and impact
Important for all organisations but particularly for
charities, which have limited resources

5. Examples of touchpoints/channels
TV media (paid)
Digital media (paid) – websites and
social
Earned media (PR) - print, online,
broadcast, regional, trades
Website
Facebook
Twitter
YouTube
Vine
Linkedin
Seeding
Google/PPC/Search
Contacts with MPs and other
influencers
Celebrities
Partners
Internal comms
Supporter direct emails to training
course customers, schools and
donors
Fundraising DM packs
Training course materials
Email signatures
Training venues and other buildings
Customer service teams

6. The team
Agency:
BBH – advertising
JAA – media planning and
buying
Reprise – digital
In-house:
Brand and communications
PR (includes social)
Digital communications
Internal communications
Fundraising
Marketing
IT
Charitable initiatives

7. We love research
• 97% think first aid important
• Only 1 in 10 took steps to learn it
in last few years
• 76% of parents want to learn first
aid very much
• 58% said choking was a major
fear
• 40% had witnessed their baby
choke
• Use own data to save £

8. Hard hitting tone – qual said no

9. Look at your own data
Our most shared and
viewed post was how to help
a choking baby
43k shares

10. Working with agencies
• Clear brief – teach parents choking technique
in engaging way to encourage sharing
• Format – TV etc
• Some restrictions – 40s, pre watershed
• Good understanding of the brand – where
you’ve been and where you want to go
• Develop the relationship
• Join up agencies – planning alongside
creative and digital

11. Stages
• Idea approval – choking hazards
• Script approval
• Director/production company approval
• Cast approval
• VO
• Animation stages
• Lots of rounds of iterations
• Despair
• Wonder
• Everything in between!
• Sign off
• Development of buying plan and digital assets

12. Animation

13. Inhouse? Agency? £££?
New first aid videos aimed at parents
Safety Suit
Campaign name – team brainstorm

14. Low cost videos with impact
NHS Leicester City
Teenage Kicks
Filmed on a mobile
Sussex Safer Roads
Embrace Life
£47k
***Warning***
Some of the content in these following videos
may be shocking, offensive or upsetting

15. Stardust

16. PLAN, PLAN, PLAN

17. PR
• What’s the story?
• Which are our key media?
• How do we make the story
happen – omnibus? Case
studies? Spokespeople?
• Broadcast – what’s visual?
• Bloggers? Event. Giveaways
• Evolution

18. Digital
• Where should the video
live?
• Brand experience
• Extra traffic
• Google rankings
• New homepage
• New landing page –
signposting extra content
eg, new videos
• Optimised website and
social platforms
• Learn from us – plan early
for development

19. Call to action and user journey
• Keep it simple and as
pure as possible
• No hashtag –
controversial?
• Online and TV
endframes
• Driving people to share
or go to our website to
watch and share

20. Social
• Roadmap
• Optimise
• Plan assets early
•Ask celebrities to
support
•Q&A
•FB native player - great

21. Other channels
• Teaser – internal comms and social
• Briefed customer services
• ‘Exclusive preview’ – emails to
supporters – timed to coincide with
PR and social
• Advertising – housewives with kids
<3
• Partners – partner pack
• Fundraising – DM and D2D
• Not everyone sees the vision – but
they will next time.

22. Objectives and midway results
Campaign targets Target Jan-Mar Jan- 23 Feb
results
% target
met
Video views 1.8m 6.4m 355%
Organic digital/social
impressions
18m 32m 177%
PR – pieces of media coverage 100 326 326%
Increase knowledge of
technique among public
5% 9% (from 12 to
21%)
180%
Attribution of advert to SJA 15% 49% 326%
First aid advice video views 3k 224k 7468%
TV ad view target = 30.8m
YouTube – average view 39s

23. The Chokeables results
• Training revenue hit £72k on two days that week
(previous highest ever day was £55k)
• Corporate partnerships: we’ve received two Charity of
the Year nominations from 3rd party organisations who
saw the campaign
• 30k web sessions on launch day (8.5k benchmark)
• Organisations who promoted the campaign for free
include: CBeebies, Lass Bible, Boots, Mothercare, NHS
Choices
• Relevance – increased by 17%
• 3rd most recalled ad of the week – Marketing mag.
Second lowest spend.

24. Social highlights
• Facebook post shared 180k times – using campaign
as a case study on the power of video
• 15,000 #TheChokeables on Twitter
• 25k new ‘fans’
• Tweets by: David Mitchell, David Walliams,
Coronation Street’s Samia Ghadie, comedian Chris
Addison, Colleen Rooney and Johnny Vegas
• Netmums – most successful FB post ever

25. The best feedback – 32 lives saved!

26. Remember
• Research
• Clear brief
• Strong creative
• Be joined up – agencies and inhouse
• Map touchpoints
• Plan, plan, plan
• Determine assets
• Measure
• Learn
• Celebrate!

27. 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

28. Ingredients for a
successful charity video
Seminar
19 March 2015
London
#CCvideo
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