Haiti Hospital Appeal

Haiti Hospital Appeal

HAITI HOSPITAL APPEAL

MARKETING STRATEGY / CREATIVE CONCEPT / SOCIAL MEDIA CAMPAIGN / ADVERTISING / GRAPHIC DESIGN

 

 

Since 2006, HHA has worked alongside the Haitain Government and grass roots partners to provide accessible, quality healthcare to some of the most vulnerable people on the planet. In March 2014, HHA patron Laura Carmichael offered a once in a lifetime experience for Downton Abbey fans, to spend the weekend with her on-set and in London. The aim; to raise money and awareness for this noble cause.

THE BRIEF


Our job was to reach as many people, as quickly and (crucially) as cost effectively as possible. Thereby driving donations via Omaze; a website that enables transformational experiences to be open to everyone, rather than those with the deepest pockets.

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THE ANSWER


Just give us 4 days. In 4 days we set up a Facebook advertising campaign open to all Downton Abbey Fans in the most popular territories – the UK, China, Australia and N. America. We posted, boosted, shared and started conversations on more than 40 social sites, fan sites, blogs and forums and contacted 15 international newspapers, magazines and media groups. All with the single-minded intention to drive traffic and donations to the HHA page on Omaze in the first week of the campaign launch.

The total campaign cost HHA just over £3,000. With a potential global reach of 1.8million and free media space worth £21,000, we think you’ll agree that it’s a pretty extraordinary result.

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THE RESULTS


The Facebook campaign exceeded expectations with just shy of 2,500 clicks through to the website and a reach of 402,677. Industry average performances were smashed; beating 0.02% for clicks to websites and 0.205% for non-profit CTRs. Our campaign achieved an average CTR of 0.575%, peaking at 1.643% for a particular ad format. On top of this, our media outreach concluded in FREE coverage in the Guardian (readership 963,000, placement value £3,000), and 3 placements in the New York Post (readership 500,521 - placement value £18,000). In that first week, donations totaling more than £15,000 came flooding in and that was before any advertising was published!

 


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Gasp ran a Facebook advertising campaign and outreach program for the first week of our launch. The aim was to provide a cost-efficient kick-start in entries to our month-long Downton Abbey sweepstakes. As well as driving high numbers of online traffic to our donations page, Gasp secured $35,000 worth of free print advertising in The Observer and the New York Post, an unexpected and welcome boost to the campaign with which we’re delighted.

Carwyn Hill, Director, Haiti Hospital Appeal

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