Microsite and Twitter campaign for charity initiative Cracker4Charity

Cracker4Charity campaign raises funds for charity using microsite

Campaign name: Cracker4Charity
Brand: Cracker4Charity
Audience: The general public
Regions: Central London
Duration: 13/12/2013 to 25/12/2013
Channels: Microsite, Twitter and email

Social Media Portal (SMP): Full agency name behind the campaign

CorporateEdge (CE): CorporateEdge

SMP: The full name of the brand

CE: CorporateEdge is a communications agency. We help global businesses connect with the people that matter to them, in the most human ways possible. We create ideas and the digital platforms for them.

SMP: When was the brand Cracker4Charity started and why?

CE: It?s a tradition at CorporateEdge, around this time of year, that we put our collective creative hats on to generate ?random acts of kindness?. We always look for innovative ways to do something good either for our local community, for charity or for people in need. Put simply, we want to put a smile on people?s faces.

SMP: What regions was the campaign for?

CE: The campaign was designed to be a localised campaign for Central London

SMP: The official campaign name and why was it chosen?

CE: Cracker4Charity.  The name was chosen to communicate the campaign concept quickly and simply.

SMP: What was the start and end of the campaign?

CE: 13/12/2013 to 25/12/2013

SMP: The target audiences of the campaign, were you trying to reach and why?

CE: As a guerrilla marketing campaign, the campaign was targeted at the general public in the central London area.

SMP: Briefly, tell us about your campaign

CE: Cracker4charity is a random act of festive kindness. If you were one of lucky people to find one of our crackers, all you had to do was tweet or email us a picture of the code along with the name of the charity you?d like to donate to.

SMP: What were the goals of the campaign and why is it different?

CE: We wanted to put smiles on faces and make a donation to charities that make a difference.

SMP: What were the channels, platforms and methods you used?

CE: We established clear and easy channels of communication to make the donation process simple for those people who found crackers, including a microsite, Twitter handle and dedicated cracker4charity email address.

SMP: What you did achieve?

CE: We achieved excellent reach on social media we a Twitter reach of 184,729 accounts. We also saw a 928% increase in microsite traffic and quadrupling of visits in the first hour of hitting the streets of Old Street/Moorgate.

All in all we had 75 crackers hacked, raising over £500 pounds

Crackers hacked: 75
Visits to www.cracker4charity.com 133
Twitter followers: 80 followers (approximnately 30 within first hour of setting up)

SMP: What were the challenges in creating the campaign and how did you overcome them?

CE: Working out how to ?hack? off the shelf crackers to insert the donation instructions inside them.

SMP: What did you do to measure the campaign and what measurement tools do you have in place to do this?

CE: Ultimately the success of the campaign was measured in the donations we received. Each charity received the following donations as a result of the campaign: NSPCC (£100), DEC (£140), CRUK (£110) and Centrepoint (£150).

SMP: What was the budget used for the campaign?

CE: Apart from the donations and the boxes of crackers nothing. We gave our time for free.

SMP: How did you making the campaign social and shareable?

CE: To make the campaign social and shareable we created a microsite and dedicated Twitter handle @cracker4charity. We encouraged participants to tweet and share images of them and the crackers via Twitter.  

SMP:  Why was a microsite created for this campaign?

CE: We wanted to show a running total of the donations to the different charities as well as give an introduction to how those charities were making a difference. We also wanted to give people who found the crackers more info ? and in effect say ?yes this is a real campaign!?

SMP: Were there any dedicated hashtags or social media profiles for the campaign and how/why did you chose these?

CE: The Twitter handle for the campaign was @cracker4charity and the dedicated hashtag for the campaign was #givingback to represent the main objective of the campaign.





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