‘Tis the season for hot chocolate, cosy jumpers and an abundance of Christmas adverts!
Festive jumpers and mince pies aside, it’s time to share our favourite Campfire campaigns from the past year.
So, grab a hot drink, snuggle up and scroll down to enjoy our best picks from the last few months of the decade…
Centrepoint – Emergency Appeal 2019
For Centrepoint’s Winter Emergency Appeal earlier this year, we hit the snowy streets across the UK to reveal the bitter weather conditions thousands of homeless young people face each year.
Our Campfire creatives produced something a little different to previous appeals for this one. To highlight the urgency of how a donation could save a vulnerable young person’s life, we created a pack to look like it had come straight off the desk of a Centrepoint Service Manager. The images are monochrome, with important information highlighted throughout the letter, email insert and donation form. The campaign was a huge success, exceeding the fundraising target – despite the snow disappearing by the time the pack went out!
Alzheimer’s Lottery 2019
For Alzheimer’s Society’s ‘Big Win Weekly Lottery’ campaign this year, we created a few short and snappy videos for their Facebook page to promote the chance to win big cash prizes by entering into their lottery for just £1. It was so successful, they even asked us to make some more ready for 2020! Keep an eye out on their Facebook page to see them.
Alzheimer’s Society is the UK’s leading dementia charity, providing information and support, fund research and create lasting change for people affected by dementia.
Stroke – April Appeal 2019 (Brand Launch)
The objective for our April appeal was to increase awareness of stroke and the Stroke Association by driving an emotional connection and relevance to the condition and the brand. As part of a multi-channel, multi-agency and nationwide awareness campaign, our team created both a warm DM pack and cold DM pack with a cold insert. We had great fun working on this as it was an exciting development time for Stroke. There were some really emotive case studies too, like little Max who had a stroke aged just 7. The results came in, and the campaign had smashed the target!
That’s how we like to do it at Campfire…
RNIB – Christmas Appeal 2019
For RNIB’s Christmas integrated campaign this year, we featured the story of Ed, a young boy, aged just 6, who lost his sight after suffering a brain tumour when he was a toddler. Ed wanted a very special gift this Christmas: A bell from one of Santa’s reindeer, Rudolph.
We created a warm dm mailing, a reminder mailing, plus donor emails – all supported by an emotive campaign film and animation. The direct mailings used both photography and illustrations to bring our appeal to life; complete with a little story book detailing Ed’s Christmas wish. A campaign ident was featured in all the materials produced and helped to bring the campaign together and invited our warm donors to ‘See Christmas Differently’ alongside Ed, his family and of course Rudolph. Signs are looking good so far for another target-beating Christmas campaign for RNIB.
Help for Heroes – Heroes Promise
This was an exciting campaign for us to work on, as we were tasked with Help for Heroes’ new regular giving acquisition to build a compelling and profitable product. We created the ‘Heroes Promise’ mission to recruit new regular givers. The funds raised provides vital support to thousands of soldiers who need Help for Heroes’ medical care and assistance in the future. With a new look and feel to the brand, Campfire worked closely with the military charity to target a cold audience through door drop and DM as it went through a soft launch.
Images of veterans with supporting quotes were positioned throughout the pack, complementing the bold HfH brand colours and bringing to life the campaign proposition: ‘I made a promise to you, will you make one to me?’.
The pack also included a window sticker for the supporter to proudly display their promise. We promised to help the Heroes increase their average monthly donation, which we did by 8.5% – another Campfire success!
Independent Age – Sponsor a Friend
The ‘Sponsor a Friend’ regular giving product helps to provide weekly visits or phone calls by Independent Age’s fully trained volunteers to lonely older people. The Campfire team were challenged to create a new product, identity and a full supporter journey, which involves a mixture of emotional online and offline communications to target and engage new donors. Throughout the comms we decided to feature heartwarming stories of those who have been helped by the service, and opportunities for Sponsors to engage with them directly.
We wanted supporters to know the incredible difference they make, and that they’re part of the Independent Age community working together towards a better UK to grow older in.