PDSA 'Save a Star' Campaign

Thinking big What was the brief?

A client of 3 years, PDSA is the UK’s largest veterinary charity. Their Christmas campaign is vital to the charity, so our expertise across all channels was called upon to deliver a fully integrated solution


- generating donations, increasing brand awareness and driving data acquisition.

Acting bold What did we do?

We created a strategy to run a multi-media campaign that targeted all audience segments with the right approach. We chose one case study to amplify, a true story of pet owner Arthur and his sick West Highland Terrier, Candy. The story saw Candy fighting for her life while Arthur could only wait for his sole companion to pull through. Through research and testing we saw this story resonated with all our audience types.

Driving impact What were the results?

Overall, our campaign delivered 167% on sector response rate benchmark, 572% up YOY with SMS donations and 445% up YOY with telemarketing donations.

Direct Mail - response rate of 157% against target on the main pack, 397% on the follow-up pack and 425% up on the Christmas card YOY.

Digital - 27,000 unique visitors with revenue of 439% up against target.

Social - reached over 143 million users.

Out of Home - total income was 141% against target, 179% up YOY.

 

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Web and eDM
A responsive microsite was the ‘go to’ hub for the campaign and donation process. Rich in content and built in two months, the site was tightly integrated with PDSA’s CRM system and payment gateway, connecting the inbound channel experience with a highly personalised content offering.

Social
We delivered a top-to-bottom social strategy and activation plan driving engagement and awareness with new audiences, integrating social with our OOH guerrilla campaign too. We used a push and pull strategy as part of our overall relationship building campaign. True stories played an integral part in supporting the main Arthur and Candy story, and for these we showcased detailed case studies to increase resonance.

 

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Direct Mail
We targeted our core audience with a series of Direct Mail pieces. These went out to warm and cold audiences with content highlighting work carried out in the viewer’s specific area. There was a follow-up pack
plus a ‘Thank You’ Christmas card.

 

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DRTV & Radio
With the headline ‘Not every star is burning bright this Christmas’, our lead push was a national 60 & 30 second DRTV spot with a 60 second radio piece helping to amplify its impact.

  • Top 10 international B2B marcomms agencies 2018
  • Drum Cream 17
  • Silver Winner
  • Certificate winner
  • Gold Stevie Winner
  • MEA
  • Recommended
  • Top 100 consultancy report
  • Finalist