Product category:
Online ad campaigns
News Release from: Harvest Digital
Edited by the Marketingservicestalk Editorial
Team on 10 December 2007
The Salvation Army launches Christmas
Appeal
The Salvation Army is launching a new appeal to raise GBP500,000 by Christmas through a new fundraising microsite.
Media across all channels has been planned by Trinity Communications The Salvation Army's retained online marketing agency, Harvest Digital is working in partnership with Trinity to buy online media, including display, search and affiliate marketing, and integrate it with offline activity
This article was originally published on Marketingservicestalk on 5 Mar 2007 at 8.00am (UK)
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Harvest is also producing online creative for the campaign, including display advertising, rich media such as video MPUs, email creative and the microsite.
The concept 'How many smiles can you raise this Christmas' will feature in online display advertising, alongside a dynamic feed to show how much money has been raised so far, as well as in offline advertising.
The online media combines homepage placements and demographic targeting on Yahoo!, behavioural and contextual advertising on Blue Lithium, search engine marketing on Google, Yahoo! and MSN Live, and UTarget subsites.
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Harvest has also booked pre-roll advertising on ITV.com to run before soaps and light entertainment programmes are streamed on-site, including Coronation Street.
The online and offline advertising encourages people to visit the microsite and donate.
It features a totaliser tree with decorations that will be revealed as more funds are raised and a video of Josh, a homeless child that has benefited from the support of The Salvation Army.
The microsite shows how the funds will be used and suggests donations such as GBP18 to provide two nights' bed and breakfast in a shelter.
Julius Wolff-Ingham, Head of Marketing and Fundraising at The Salvation Army, explained: "Christmas is a time of hope and we want to fulfill the hope of happier times ahead for thousands of people in need.
"Following the success of last year's Christmas appeal from Harvest we have asked them to produce a much bigger initiative for 2007.
"The creative is reflected in offline activity and the media is integrated to optimise our budget.
"The microsite is an efficient way for us to collect funds and the totaliser tree is a fun way to show progress so all the advertising will encourage people to donate online".
Mike Teasdale, Planning Director at Harvest Digital, added: "This year, we have developed a more upbeat message with the 'smiles' theme designed to inject positive messages and reflect the happy time that Christmas should be.
"We have booked a range of media targeted to appeal to women, a very active online audience, such as video pre-rolls before soaps on ITV.com with messages detailing how the funds will be used, as our experience show this works very effectively for The Salvation Army.
"The new creative will engage the audience and the microsite will convert them to donors".
Amy Lennox, Partner at Trinity Communications, continued: "We presented a plan to The Salvation Army which showed that by unifying their on and offline channels, The Salvation Army could double their fundraising effort.
"We then partnered with Harvest to plan the media, using what they have learned from previous campaigns, to reach this audience and convey the human truth of the under-privileged at Christmas combined with powerful requests for support".
Donors will receive a follow-up email to keep them informed of the progress of the Christmas appeal.
The microsite also features a send to a friend option to encourage visitors to recruit other donors and the advertising will also feature on the The Salvation Army website.
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