Product category:
Online ad campaigns
News Release from: Twentysix (London and Leeds)
Edited by the Marketingservicestalk Editorial
Team on 04 September 2007
Twentysix Leeds to promote Jeans for
Genes day
An interpretation of Jeans for Genes' desire for 'World Denimisation' has won digital agency twentysix Leeds the brief to help make the charity's 2007 Jeans for Genes Day a huge success.
The agency won the business after a three-way competitive pitch Working with Jeans for Genes, twentysix Leeds has devised a unique viral user-generated content campaign to 'Denimise the Nation', as well as create a new microsite and email marketing campaign to raise awareness and donations for the charity
This article was originally published on Marketingservicestalk on 21 Jun 2007 at 8.00am (UK)
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The campaign will focus on a microsite, created to promote this year's Jeans for Genes Day on Friday 5 October.
Supporters can upload information, ideas and pictures documenting their fundraising activity on the day.
Each upload will be marked with a denim pin on a virtual UK mash-up map, resulting in a real-time nationwide snapshot of the annual event.
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Supporters can then email friends and family a link to their pin, and encourage donations from them and asking them to forward it on.
Potential supporters will be targeted prior to the day through email raising awareness of the day and the website and encouraging them to visit and discover the online community.
Gail Dudleston, managing director, twentysix Leeds, said: "The email campaign aims to create a national buzz leading up to the day, while the website will provide focus, bringing people across the country together in one common goal.
"It's a community building campaign that will graphically show how a nation can unite for a worthy cause, instead of everyone working in isolation".
A revamped Jeans for Genes website, courtesy of twentysix Leeds, will launch on 25 May and its simplified registration process and new streamlined functionality aims to overcome barriers to taking part, while boosting loyalty and improving online donation rates and webshop purchases.
The emarketing campaign will then ramp up interest when it goes live from August.
The microsite and viral campaign both launch around August.
The campaign also aims to increase web traffic and support for other Jeans for Genes activities throughout the year and build a database of contacts for the following year.
Dudleston explained: "The Jeans for Genes campaign doesn't benefit from TV exposure like some of their main competitors such as Comic Relief and Children In Need, but a well-executed digital campaign with a viral element based on an excellent idea can be just as effective and reach a huge audience while bringing an interactive dimension that TV can't deliver.
"This is a great win for the agency and shows the power of good creative thought," she added.
Laura Pattison, Head of Marketing at Jeans for Genes, said: "We were really impressed by the overall creative approach; not only their ability to deliver a fantastic online campaign but also the knowledge and technical expertise to really improve our web presence in general".
Jeans for Genes Day, which launched nationally in 1996, invites everyone across the UK to throw out the usual dress rules and jump into their jeans in exchange for a donation of GBP1 for schoolchildren and GBP2 for company employees.
The appeal has raised over GBP27million in its first 12 years.
Proceeds are distributed to Jeans for Genes' four partner charities, including Great Ormond Street Hospital Children's Charity, and since 2002 another 17 charities have benefited from the Appeal, including Muscular Dystrophy Campaign and The Haemophilia Society.
This year's guest charities include: The National Deaf Children's Society, The Sickle Cell Society and Fragile X.
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