PDSA: Christmas Campaign

Thinking big What was the brief?

The UK's largest pet charity – the People’s Dispensary for Sick Animals (PDSA) – asked us, with our considerable experience in driving charitable donations during the winter season, to create their 2016 integrated Christmas campaign. A client since 2016, their brief was to generate donations, increase brand awareness and drive audience acquisition.

Acting bold What did we do?

We created a multi-media campaign that followed pet owner Arthur and his injured Scottish Terrier. Our lead push was a national DRTV spot with a radio piece helping amplify its impact. Viewers were steered to a responsive microsite tightly integrated with PDSA’s CRM system and payment gateway. Visitors and known clients were targeted with a series of location-specific direct mail pieces, a follow-up pack plus a ‘Thank You’ Christmas card.

We delivered a top-to-bottom social strategy and activation plan driving engagement and awareness with new audiences, integrating social with an OOH guerrilla campaign. We created a Tube advertising campaign broadcasting animals being treated live, and supported the campaign with static 16 sheet and train car panels.

Driving impact What were the results?


  • 167% on sector response rate benchmark
  • 572% up YOY with SMS donations
  • 445% up YOY with telemarketing donations


  • 157% response against target on the main pack and 397% on the follow-up pack


  • 27,000 unique visitors with revenue of 439% up against target


  • 50 pieces of unique social content created and deployed
  • 143 million users reached
  • 147% up against target for Facebook, and 433% YOY
  • 410% up against target for Twitter














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