Salvation Army launches Christmas campaign

LONDON - The Salvation Army is launching a campaign to boost Yuletide donations, using the strapline 'how many smiles can you raise this Christmas?'.

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.

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer