18-Month Content Strategy
Approach and Concept Development
Hero Videos, Case Study Films, Social Content, FAQ Animations
For the 20,000 volunteers that take part every year, The Great Daffodil Appeal is all about having fun, spreading joy and raising money for a good cause. Their big hats and even bigger smiles are hard to ignore as March rolls around and spring daffodils bloom.
But what happens once it’s over? We partnered with Marie Curie on a long-term content strategy to keep up momentum between fundraising appeals, and keep the nation talking about one of life’s most difficult subjects – death.
Video Views
Increase in Social Engagement
First, we developed an 18-month strategy to recruit volunteers and engage supporters beyond the annual fundraising appeal. Starting with a workshop, we aligned key plans across fundraising, marketing and social content teams, and produced a new month-by-month plan.
After that, we worked closely across teams to produce a whole bank of optimised content. Everything from case study films and fundraising videos, to FAQs and corporate partnerships – no stone was left unturned!
As a result, Marie Curie’s Facebook engagement tripled year on year, and the campaign earned more than 1 million organic video views on Facebook.
Health and well-being
2017
£50,000,000+ Turnover
2018
Clarion Film of the Year
2017
External Film of the Year
2017
