The charity is hoping to raise £500,000 through the new microsite http://www.christmasappeal.org.uk ChristmasAppeal.org.uk. It features a 'tree-o-meter' to show where the level of donations stand, and a list of what the Salvation Army can do with the donations. For example, £18 will cover two nights' bed and breakfast in a Salvation Army shelter; while £100 will cover the Christmas heating bill for a Salvation Army centre.
The media has been planned by Trinity Communications, and retained online agency Harvest Digital handled the buying, including display, search and affiliate.
Harvest has also produced the online creative for the campaign, including display advertising, rich media such as video MPUs, email creative and the microsite.
The online media combines homepage placements and demographic targeting on Yahoo!, behavioural and contextual advertising on Blue Lithium, search engine marketing on Google, Yahoo! and MSN Live, and UTarget subsites.
Mike Teasdale, planning director at Harvest Digital said: "We have booked a range of media targeted to appeal to women, a very active online audience, such as video pre-rolls before soaps on ITV.com with messages detailing how the funds will be used, as our experience show this works very effectively for The Salvation Army. The new creative will engage the audience and the microsite will convert them to donors."
Donors will receive a follow up email to keep them informed of the progress of the Christmas appeal. The microsite also features a send to a friend option to encourage visitors to recruit other donors and the advertising will also feature on the homepage of www.TheSalvationArmy.org.uk.