How to plan an engaging, integrated campaign

The Chokeables

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.

The Chokeables…

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

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

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

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 £

Hard hitting tone – qual said no

Look at your own data

Our most shared and

viewed post was how to help

a choking baby

43k shares

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

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

Animation

Inhouse? Agency? £££?New first aid videos aimed at parents

Safety Suit

Campaign name – team brainstorm

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

Stardust

PLAN, PLAN, PLAN

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

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

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

Social

• Roadmap

• Optimise

• Plan assets early

•Ask celebrities to

support

•Q&A

•FB native player - great

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.

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

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.

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

The best feedback – 32 lives saved!

Remember

• Research

• Clear brief

• Strong creative

• Be joined up – agencies and inhouse

• Map touchpoints

• Plan, plan, plan

• Determine assets

• Measure

• Learn

• Celebrate!

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

Ingredients for a

successful charity video

Seminar

19 March 2015

London

#CCvideo

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