Christmas Jumper Day 2016

Save The Children | Twitter & CRM

 

%

increase in Twitter account Engagement

%

Like rate on Twitter personalised videos

%

of e-mail recipients watched to completion then shared or downloaded

The Campaign

 

Save The Children run an annual campaign called ‘Christmas Jumper Day’, in which volunteers are invited to host events at home, work or school where participants donate money to wear Christmas jumpers. Save The Children wanted participants to feel greater engagement with the campaign and the cause behind it. In turn, this would encourage them to be more receptive to communication from the charity outside of these annual events, as they would feel valued and appreciated for their efforts and informed about how contributions are spent. Additionally, the charity wanted to ensure and encourage swift receipt of the donations raised by having a means of reminding fundraisers to ‘pay in’.

How It Worked

Fundraisers were directed to a landing page in order to sign-up to receive a free pack to help them to organise their ‘Christmas Jumper Day’. This sign-up form collected the data to be used for video personalisation.

EchoMany dynamically embeds the sign-up data into a personalised video. Included in this video were the users’ name, their location (along with a dynamic Google Map static) and the number of people they planned to sign up to donate.

On ‘Christmas Jumper Day’ (December 16th 2016), the separate Twitter campaign went live. The EchoMany platform monitored and live-streamed any Twitter activity that included the #ChristmasJumperDay hashtag, in order to reply natively via the official Save The Children Twitter account.

This was a semi-automated Twitter campaign, so static images personalised with the users’ name were automatically sent to low follower count users. Personalised videos were reserved for influencers, so were rendered and queued for quality control. These videos would include the users’ name, profile picture, and either their Tweet text or a posted picture.

After ‘Christmas Jumper Day’, Save The Children sent e-mails to all the fundraisers who had signed up, and included a link to a landing page hosting the personalised video. These videos congratulated fundraisers on their hard work and encouraged them to pay in the money they had raised.

Reactions

Want to know more?

 

EchoMany is delivering ‘firsts’ within its industry as well as for its clients by adopting a creative-led approach. Creative ideas, innovative application of data and unique platform integrations have ensured ground-breaking and newsworthy campaigns for Fox, Pizza Express, Cancer Research, National Lottery and many others. EchoMany’s creative expertise in delivering highly personalised videos consistently achieves outstanding results for clients, exceeding expectations with key campaign metrics regularly seeing triple-digit improvements versus standard campaigns.

 

EchoMany provides data and insight that can be acted upon in real-time ensuring that personalised video campaigns are a valuable part of the customer journey. We are proud to be defined as software with a service. If you’d like to know more about this project or any others, please get in touch!