REASON FOR SHARING
A campaign that developed a one-of-a kind concept of gifting to Temple Street Children’s Hospital on air and online with Today FM. Tesco’s aim was to to help buy a piece of life-saving equipment worth €100,000 for their charity partner, Temple Street. Today FM supported Tesco during their key events to drive these donations- such as switching on the Christmas lights at the hospital, their Magical Reindeer Food fundraiser, and their desk decorations in head office.
Christmas is the busiest time of the year for charities as they fight to secure donations for their worthy causes. Tesco was raising money for their charity partner (Temple Street Children’s Hospital) very close to Christmas which can be a difficult time to convince people to part with their money. The challenge we faced was three dimensional: 1) how do we cut through the noise with Tesco and Temple Street to get the importance and urgency of their need for donations to buy life-saving equipment across? 3) How can we ensure we deliver on the donations the charity needs to pay for the equipment? 2) And finally, how can we convince consumers to support this cause over the many others vying for their attention (and competing for their donations) at this time of year?
Today FM presented itself as being an ideal fit for Tesco and their charity partner Temple Street Children’s Hospital. With 80% of Today FM listeners having donated in 2015 (index 113) we could see that they indexed higher than most adults when it came to donating by means of text (16% vs 9% of adults) and through online platforms (6% vs 4% of adults). We know that social media is a great platform for creating awareness – but we needed to look into what really motivates our audience to donate as the key objective here was to raise money. Through TGI we saw that 29% of the Today FM listeners donated following fundraising by friends/colleagues vs 24% of all adults. This told us that Today FM listeners were more likely to follow the behavioural paths of their friends/colleagues when donating.
Having our objectives clearly laid out, as well as our insights steering us we worked with Tesco to create the #Gift4TempleSt campaign to drive donations across all platforms on Today FM. We knew we needed a caring and compassionate presenter to give this campaign scale. Louise Duffy was a great fit and also highly enthusiastic about going above and beyond to make this the best campaign it could be to place Temple Street Children’s Hospital at the top of the station’s Christmas list. The campaign was launched with The Louise Duffy Show and a live broadcast from Temple Street Children’s hospital when the lights were being turned on for Christmas. Louise announced the campaign going live and encouraged the Today FM audience to “give a gift” to Temple Street over Christmas by texting to donate or donating online. Today FM’s community manager advised of the strength of video content for reaching followers. As a result, this broadcast was filmed free of charge by our in-house videographer and edited to be shared across Today FM’s social platforms.
Online at TodayFM.com we had a custom built donation page created with both Tesco and Temple Street’s branding. This page included a live count of all donations made throughout the campaign along with a dedicated twitter feed that showed the hashtag #Gift4TempleSt being used. This page was created for 3 reasons. Firstly we wanted to make it easy for our online audience to donate, secondly we wanted to show them the difference that their donations were making by having a live count of donations displayed and finally to motivate them to donate by showing the hashtag #Gift4TempleSt being used and showing people on social media nominating each other to give a donation as a gift to the hospital for Christmas.
As the campaign continued in its first week we created a branded infographic to be shared online to give people an insight into what a difference this piece of life saving equipment could make to people’s lives. We wanted to make sure that our audience understood exactly where their donations were going and how greatly they were needed.
The Louise Duffy show got fully behind this campaign for the 12 days it ran by giving multiple daily mentions and driving people to text and donate online while supporting different social aspects of #Gift4TempleSt.
The campaign was a massive success. The Today FM audience alone helped raise up to 10% of the total donations through text and online donations on todayfm.com/gift4templest. We delivered added value by supporting Tesco’s office decoration competition on Today FM’s social channels. Our response was iterative – as opportunities to engage our audience were identified, they were acted upon. We took the initiative of developing an infographic from a one page explanation of what the Amino Analyser did to inform our listeners of where their money will be going, something vital in the wake of the charity transparency scandals of recent years. This piece of explainer content generated 10,000 impressions on Twitter and a reach of 10,000 on Facebook The video content filmed by our in-house videographer, and as recommended by Today FM’s community manager, was the final element of added value. It alone reached over 70,000 people on Facebook and Twitter.
Through this campaign, as well as their in-store, text and head office events, Tesco and Temple Street Children’s hospital surpassed their target by over 50% and raised enough money to purchase the Amino Acid Analyser for the hospital, which is truly the most important result of all.
“I really don’t know how to thank you guys enough; the campaign has been a huge success. I have never seen a station get behind an initiative as much as you have with Temple St, it’s been a joy to work collaboratively with you all on this. You have been a great support and please pass on my thanks to Louise and her team”.
Sylvia Cawley, Account Director, Initiative Media.