CHALLENGE
For the first time in 5 years, World Horse Welfare wanted to bring the cause to DRTV in order to increase income generation and gain a better understanding of their current market and audience opportunities.
What we achieved
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Strategy
DRTV Proposition and Messaging
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Creative
Approach and Concept Development
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Production
Film Production & Direction
INSIGHT
Keen to look beyond supporter data and segmentation that identified the charity’s supporters as rural, wealthy and older, we found that the key supporter motivations shared a mutual desire to uphold animal values and the belief that animals feel pain, bravery and mental health.
SOLUTION
As creative partner, we consulted on every aspect of the go-to-market strategy; from identifying and understanding how to reach the right audiences, to finding and framing the right stories in the right way.
We analysed their audiences to uncover specific motivations, as well as DRTV across the animal charity sector, and recommended a suite of DRTV success drivers specific to World Horse Welfare. For example, this included tapping into supporter motivators to donate through admiration, rather than pity, by focusing on one animal’s emotion, courage, and intelligence; Barney.
RESULTS
Aimed at a key audience of animal lovers and those interested in animal welfare, the campaign achieved 75% of annual ROI target within the first 2 months.