Creative inspiration for your 2022 Christmas campaign
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Creative inspiration for your 2022 Christmas campaign Webinar, Wednesday 11 May 2022 Hannah Akitt, Senior Account Manager Dani Wilmot, Senior Creative Rob Jelly, Account Director
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Creative inspiration for your 2022 Christmas campaign
- 1. Creative inspiration for your 2022 Christmas campaign Wednesday 11 May 2022 Welcome! We’ll be starting shortly…
- 2. Creative inspiration for your 2022 Christmas campaign Wednesday 11 May 2022
- 3. Matt Cooper Exec. Producer Hello! Dani Wilmot Senior Creative Hannah Akitt Senior Account Manager Rob Jelly Account Director Charlotte Harris Marketing Director
- 4. Say hello! Chat Contact us Q&A Tweet @rawlondonuk Email hello@raw.london Post questions and upvote others. CC Enable live transcriptions. Captions
- 5. raw.london Talking points Introduction and context Standing out at Christmas Creative inspiration Key takeaways How we can help
- 7. About Raw London Channel 4 Cancer Research UK Amnesty Internationa Mind Greenpeace Oxfam Diabetes UK Jo’s Cervical Cancer Trust Barnardo’s Help for Heroes Crisis British Red Cross Good clients, good vibes. We’re all about campaigns that inspire change for good. That means we work with brands, charities and global NGOs that want to make a positive impact.
- 8. About Raw London Marketing Week The European Lovie Awards EVCOM Industry Awards The Drum Social Purpose The Drum Content Awards Outvertising EVCOM Clarion Charity Film Awards Third Sector Awards Cannes Corporate Media & TV Content Marketing Awards European Association Awards A quick pat on the back. Our work has been recognised in 23 international award schemes, including The Drum, Cannes, Third Sector and Marketing Week (to name a few!).
- 9. About Raw London For purpose as well as profit. We are proud to join a growing network of companies using business as a force for good. As a certified B Corporation, we meet the highest standards of verified social and environmental performance, transparency and accountability.
- 10. About Raw London Just the right blend. Our in-house strategy, creative and production teams work with you through every stage of the creative process, with a focus on long-term thinking and impact.
- 13. Innovations in fundraising products… raw.london
- 15. raw.london … and more integrated campaigns.
- 16. 2022 challenges Cost of living crisis World Cup impact Competing with brands
- 17. 30% 49% 42% Some good news! of people tend to give more to charities at Christmas of the public is more likely to give around Christmas than other times of the year of people say they give at Christmas simply because they are asked to 38% are looking out for opportunities to donate at this time of the year https://enthuse.com/wp-content/uploads/2021/12/Enthuse-Donor-Pulse-6-Winter-Report-2021.pdf raw.london
- 18. raw.london Standing out from the crowd. Proposition Creative Journey
- 22. raw.london 2. Define Your audience. What are their key drivers? Who are they? What motivates them? Where are they? Why them?
- 23. raw.london Donors planning on giving the most are Gen Z (£53) and the least are 55-64 year olds (£33) The most likely to donate over the Christmas period are Gen Z (78%) and Millennials (74%)
- 24. raw.london 3. Identify your key messages.
- 26. raw.london Creative platform = guide To work across different teams, calls to actions and formats.
- 27. raw.london Customer journey: Not just for Christmas. raw.london
- 28. raw.london Treat your donor for life, not just for Christmas. Think about content to engage in the nursery period. Consider how you connect to your BAU. Longevity and brand recognition.
- 29. raw.london Christmas campaigns we love - and what we can learn from them
- 33. raw.london
- 35. raw.london Make sure your campaign reflects your charity’s brand personality. Don’t lose track of who you are and who your donor is! Encourage audience interaction. Consider partnering with a brand. Ask yourself: ‘Would I share this with my network if I had no connection to this charity?’ Key takeaways:
- 36. raw.london Integration is key Get aligned Provide insight (if you have it) Be open to being challenged Take (calculated) risks Start early Our advice for a smooth start
- 37. raw.london How we can help
- 38. Strategy Campaign Planning Proposition and Messaging Content Strategy Creative Platform Concept Direction Storytelling Production Video and Animation Social Media Content TV & Radio Live Streaming Print & OOH raw.london
- 40. Production
- 41. New streaming campaign fights for better mental health. Mind raw.london
- 42. Value exchange DRTV launches the new symbol for rescue. Battersea Dogs & Cats Home raw.london
- 43. Integrated digital campaigns across Brand, Get Support and Men and Cancer. Macmillan raw.london
- 44. raw.london Free events, webinars and more. Available to watch now: ➢ Fundraising and Innovation: How charities are evolving their creative campaigns ➢ Charity and Brand Partnerships: Building authentic creative collaborations Join our Relay network raw.london/events
- 45. Thursday 19 May CharityComms Conference Communicating to create change: tackling the environmental crisis. Thursday 14 July Next Relay Event Creative and Storytelling: How charities are changing perceptions.
- 46. raw.london We can help! We’re at our best when we’re involved from the start. So if you have a brief in mind, or would just like to chat, get in touch. hello@raw.london 020 7831 6060 raw.london rob@raw.london hannah@raw.london raw.london
- 47. Thank you and good luck! raw.london hello@raw.london
Editor's Notes
- HOLDING SLIDE! Music should be playing and the tree should be flashing while people are joining Click to next slide when ready.
- Hello everyone! And welcome to our Christmas themed breakfast webinar, designed to give you Creative inspiration your 2022 Christmas campaign! Thanks so much for joining us, as you can see we’ve dug out our Christmas jumpers especially and just wish we could send you all a virtual mince pie!
- I’m Hannah Akitt, Senior Account Manager at Raw London, and I’m joined by Dani Wilmot, our Senior Creative, and Rob Jelly, our Account Director. Our Marketing Director, Charlotte, is also here looking after the chat, so please do say hello.
- On that note, we’ve designed today’s session as a fast-paced burst of creative inspiration - so we have a lot to get through and will try our best to keep it to 30 minutes. For that reason, please pop your questions in the Q&A box and we’ll answer them there (and we also encourage you to answer each other’s questions!). Or you can of course reach us via email at hello@raw.london or tweet us @rawlondonuk. And finally you can enable Live Captions by clicking the live transcript button.
- Right - onto Christmas! I’m going to kick us off with a quick introduction, some context and industry trends, and then offer some strategic advice for standing out this Christmas season. I’ll then hand over to Dani for some creative inspiration from Christmas past, and Rob will wrap up with some key takeaways for aligning and onboarding your agencies and internal teams.
- But first a quick intro to who we are. We are Raw London, we are a creative and strategy agency specialising in integrated content and campaigns.
- At our core, we’re all about campaigns that inspire change for good, so we work with brands, charities and global NGOs that want to make a positive impact.
- We’re really proud that our work has been recognised in 23 international award schemes such as The Drum, Cannes, Third Sector and The Lovie Awards - but none of this would be possible without the support of our amazing clients and partners - so thank you for choosing us and for being part of our story.
- It’s you that drive and inspire us to be better. That’s why we made sure we were one of the first agencies in the UK to become a certified B Corporation, which means we always aim to use our business as a force for good.
- Our team is set up to work with you through every stage of the creative process, across strategy, creative and production to deliver campaigns across fundraising, DRTV, brand and digital.
- SO let’s get started!
- Christmas has long been seen as the holy grail period for fundraising, but the past few years have been particularly interesting, and challenging for charities. The disruption of COVID in recent years pushed more charities online, and as a result more charities than ever have brought innovative products and campaigns to market. There’s also been a hugely significant in-flux of brands moving in on the social purpose space, especially at Christmas, which has made it harder than ever to stand out from the crowd.
- But as ever charities have risen to the challenge, and as a result we’ve seen some brilliant innovations in fundraising products, and amazing results like: Action for Children’s Secret Santa raising over £1m from 45,000 secret santas last year Save the Children’s Christmas Jumper Day growing and evolving year on year Greenpeace’s No Waste at Christmas lead generation campaign finding a way to authentically link christmas fundraising to an environmental campaign And my personal favourite, Bloody Good Period’s Flowhoho rewriting the script on giving gifts with meaning at Christmas
- We’ve also seen some really interesting partnerships with brands, like Comic Relief and Walkers , Just Eat and Social Bite
- And more and more integrated campaigns extending the reach of Christmas across a range of channels and departments. A great example of this is Salvation Army’s DRTV campaign, which includes a digital and direct mail journey, and our very own campaign for Crisis, which was the first time they’d ever attempted to integrate comms across every department at Christmas.
- This year however presents a whole new set of challenges: The current cost of living crisis is almost certainly going to have an impact on Christmas giving - in 2021, Enthuse’s Donor Pulse research found that 43% of people felt their financial situation would make it harder for them to donate that Christmas, and with inflation set to reach over 7% this year - we expect Christmas 2022 giving to take an even bigger hit. According to WARC and the Advertising Association, UK ad spend for Q4 2021 was predicted to reach over £7.9 billion, 1 billion more than the year before. https://www.thedrum.com/news/2021/10/28/aawarc-brands-spend-1bn-more-christmas-advertising-year Competing with brands with huge advertising budgets is going to be more difficult than ever with the addition of the first winter Fifa World Cup. In fact, global digital ad spend is forecast to reach 9.2% growth in 2022 and double that of TV spend. https://www.campaignlive.co.uk/article/global-adspend-grow-92-powered-olympics-world-cup-us-mid-terms/1738432 Partnerships could help many charities boost their exposure and revenue in a crowded market place, however NFP research showed that charities were being overshadowed by their big name partners, with much fewer people being able to recall the charity from partnership campaigns than the brand. For example, John Lewis’ Buster the Boxer campaign (remember that cute guy on his trampoline?) well that campaign was in partnership with wildlife trusts and just o.4% of those surveyed remembered the charity compared to the 24% that recalled it was a John Lewis ad. https://nfpsynergy.net/blog/christmas-ads-charity-partnerships
- But just as charities will rise to meet the challenges of Christmas 2022, so will our donors. In fact, Enthuse’s latest donor pulse winter report found that 30% of people tend to give more at Christmas, 49% of the public is more likely to give at christmas than any other time of the year, 38% say they give at Christmas just because they’re asked to and 42% actively seek out opportunities to give around the festive period. So now is not the time to stop asking. You’ve just got to make a really good case for support - because that’s what will really help you to…
- Stand out from the crowd. Now we don’t have loads of time today and I’m keen to pass you on to the lovely Dani for some creative examples, but first I wanted to take you through 3 of the core creative strategy areas to consider carefully when you’re forming your Christmas campaigns this year.
- The first and most important is your creative Proposition For us, standing out from the crowd starts with the core creative proposition. It’s this that sets the foundation for differentiation, and so it’s important you take a clear route that’s grounded in insight.
- Propositions link strategy and creative together, they’re the middle step that connects them and ensures that your campaign content is grounded in your insights and strategy. We’ve found that sometimes charities can jump straight to a snappy strapline or cool idea, missing out crucial steps that we recommend taking to lead you to your proposition.
- The first step to finding it is of course insight. Absolutely everything should be of course grounded in insight, we know that, so make sure you leave room in your budgets or timelines to do some research and analysis.
- The second step is audiences. Now you probably think you already know who your audiences are for this Christmas. But do you really know what motivates them, what their key drivers are? And have you really considered other potential groups?
- I say this because many charities often default to their go-to audiences around Christmas - but it might be time to think beyond your usual Dorothy Donor…. In fact, research indicates that Gen Z and Millennials are the most likely to donate over the Christmas period, with 78% of Gen Z and 74% of millennials. Donors planning on giving the most are Gen Z (at £53) - while the least likely to give are 55-64 year olds (with £33). So, this christmas I encourage you and your teams to challenge what you think you know - you might just be missing out.
- Step 3 is identify your key messages. This is a key stage in crafting your proposition, and is about defining a set of flexible key messages that address your audiences’ drivers and can work across the marketing funnel. These key messages aren’t an ‘about us’ - they should compel your audience to choose you, and highlight what makes your product or cause unique.
- And then, only once you have all of those under the belt, you can craft your proposition. Ideally 1 or 2 compelling lines designed to simply communicate a specific idea. And that’s the key. The proposition doesn’t need to communicate everything, but it should open doors to the wider creative.
- With that, you can create your Creative platform. One of the biggest challenges we hear from charities is around integrating Christmas campaigns across different teams. Fundraising, brand, partnerships, social - you all have different priorities, different objectives and different perspectives. This can make Christmas particularly challenging, when it’s especially crucial to build in as much consistency into your comms as possible. The creative platform is key to improving this integration across teams. It should act as a guide or a creative point of truth for your campaign, but should be flexible enough to work across different teams, call to actions and formats.
- Which leads me on to my final point - the customer journey. The best (and most effective) Christmas campaigns have a well planned customer journey. And you’ll see this in action in some of the examples Dani’s going to share. We often see Christmas with a short term lens - yet we don't tackle our other campaigns like this. So why do so many of us see Christmas as a one-off fundraising opportunity? It’s important to treat your donor for life, not just for christmas and consider the ongoing customer journey. The first 6-8 weeks of engagement is crucial for long term retention - you need to be thinking about creating content that links back to those audience motivations and drivers that hooked them in the first place, that will keep them engaged through the nursery period before they fall into your general comms. Remember to consider how your campaign links and ties back to your BAU activity and whether the supporter journey from Christmas to general supporter retention programme makes sense and that you continue to speak with one clear voice. Equally, it’s important to remember that the best creative platforms have longevity. Ask yourself: Do we really need to do a new thing every year? Or can our platform last and evolve over 3-4 years? Building brand recognition and equity over Christmas by following a similar TOV, or expanding a product each year can make audiences significantly more receptive, and you’ll also benefit from YOY insight.
- So in a nutshell, Treat your donor for life, not just for Christmas. Think about what content you’ll need to make your nursery period engaging. Don’t forget to link everything back to your BAU to create one clear, consistent customer journey. And look for the potential to create longevity and brand recognition. And that’s it from me - on to the fun bit now with Dani, who’s going to show you some of her favourite, most inspiring, creative Christmas campaigns.
- 1) I thought I’d start with a couple of Christmas films. It’s now almost expected that large retailers especially will release big budget festive ads in the run up to christmas - the highly anticipated release of the new John Lewis ad has become a bit of a festive tradition in itself, and we all know the ‘holidays are coming’ Coca Cola ad is basically the official Christmas starting gun. But charities are no different - 31% of the year’s charitable donations are gained in December so it makes sense that charities would want a piece of the pie, to get their names out there and capture donor’s attention. VIDEO ON NEXT SLIDE
- 2) The second Christmas film to show you was released in 2020 by Great Ormond Street Children’s Hospital. And I’ve chosen this one because it’s an animation. Animation and charity do not always make the best pairing - research frequently shows that animated or illustrated charity marketing content doesn’t achieve the same return as live action or photography content. We don’t know exactly why this is - I’d speculate it could be down to some of the authenticity being lost? But the one exception to this seems to be Christmas content. The audience expects to be entertained and told a story at Christmas which maybe excuses the less realistic nature of animated or illustrated content. A great example of this was the now-banned Iceland and Greenpeace Christmas collaboration featuring the story of an orangutan whose home was destroyed by palm oil farming. It was banned by Clearcast for breaching political advertising rules but actually went on to be voted the UK’s favourite Christmas ad of 2018. I’m sure most of you will have seen it (if not, find it on youtube, it’s great). So instead I wanted to show another animation - this film for Great Ormond Street - as a nod to the ways that animation can be used really effectively in your christmas content. They quite cleverly introduce some live action at the end just to keep it routed in those real stories that we know go down so well with donors. But I don’t think this is a necessity. https://www.youtube.com/watch?v=mzZFW_tsRxo - Great Ormond Street - Home for Christmas
- 3) Now I want to talk about audience participation. I don’t mean in a ‘he’s behind you’ way - but rather inviting your audience to be more actively engaged in your cause. Quite often this can be in the form of likes, shares, tags, user-generated contributions. But this campaign for Shelter got it spot on with their Good Fire campaign. I hadn’t even heard of virtual fires until our social media manager Shaneen talked about it at our Relay event a couple of weeks ago. But essentially, if you don’t have a log burner or a fireplace in your house, a lot of people find videos of open fires to play on their TVs, for ambiance, cosiness etc. Shelter saw an opportunity here and joined forces with Youtube to create ‘The Good Fire’ a fireplace video where all the ad revenue generated was donated to Shelter to make sure homeless people had a warm place to stay at Christmas. So all the viewer needed to do to participate… was view. Such a simple but really effective idea. Using something that people are already doing at Christmas to generate engagement with your cause. https://www.youtube.com/watch?v=Kdh74EYzFI0 - Shelter - The Good Fire
- 4) Along similar lines, let’s look at value exchange. Again, I think this charity hit the mark with this idea. The Royal National Institute of Deaf People wanted to raise awareness of dinner table syndrome - essentially when deaf people or people with hearing loss are left out of conversations around the dinner table. So RNID designed a dinner table game that aimed not only to include deaf people and those with hearing loss in the fun and festivities, but also help make others more deaf aware. They asked for a donation and in exchange, donors received a game pack which included three rounds of family favourite games with a deaf aware twist, a dinner table centrepiece with helpful reminders for guests to communicate with each other and place cards with conversation starters. Fun, festive but with a really clear message. https://www.communityni.org/news/rnid-creates-christmas-game-help-people-be-deaf-aware
- 5) Finally, I wanted to take a look at an experiential campaign. This is when you take your campaign out of people’s screens and into the world for them to experience first hand. The charity Tiny Tickers aims to improve the early detection, diagnosis, and care of babies with congenital heart disease. So they had the idea to connect London’s iconic Christmas Lights to a young heart patient’s heart rate monitor, pulsing them in time to the beat to shine a light on childrens’ heart conditions. Super simple but really moving and memorable. https://www.youtube.com/watch?v=AZ2rjAQo6Q0 - Tiny Tickers
- So to wrap up, I thought I’d summarise what we can learn from these campaigns when trying to make creative content stand out (note I didn’t say ‘go viral’!!) First is to make sure it reflects your charity’s brand personality. To truly stand out, your creative content needs to be a reflection of its maker. Because it’s not about reaching as many people as possible for the sake of it, if it was you could just record a video of your cat playing the keyboard in a christmas hat and be done with it (actually if anyone from Cat’s Protection league is here you can have that idea on me) - you want to reach people who will actually follow through and donate to your cause. So don’t lose track of who you are and who your donor is in the pursuit of a ‘viral’ hit. As we saw with Shelter’s Good Fire campaign - encourage audience interaction, in the form of comments, likes, UGC, related tags - this is what can elevate your content from being a proclamation to a conversation. Remember you don’t have to do it alone - some of the most successful Christmas campaigns involve partnering with a brand - as we saw with the Iceland x Greenpeace collab and even the John Lewis x Age UK collab. Milk the ‘season of goodwill’ for all it’s worth and reach out to existing or future brand partners. Not only will your audience be broader but also, and perhaps most importantly, your budget will be higher! And we know this can sometimes be a bit of a balancing act for charities - making a big statement without appearing to have spent too much of donor’s money on it. So brand collaborations can be a great way around this. And finally, consider why people share Christmas, or actually any, content - it’s basically a way to make ourselves look good. Whether it’s reflecting our empathy, our sense of humour, our passions, our interests… taking a piece of content and sharing it is a public declaration of our thoughts, feelings and values. So when coming up with your creative approach, think about what aspect of it people might want to use as social currency. Be honest with yourself and ask, ‘Would I share this with my network if I had no connection to this charity?’
- Thanks Dani and Hannah! Brilliant stuff, particularly loved the use of ‘donors are for life not just for Christmas’ - hopefully we don’t get a royalties bill through for that! So now you have all this inspiration, I wanted to offer just a little bit of advice for getting started, and especially what to consider when onboarding your creative agency. CLICK TO BUILD BULLET POINTS PLEASE HANNAH! So first, integration is key In our experience I can’t stress enough how important it is to get your key stakeholders onboard as early as possible. This is especially true at Christmas, where as Hannah said, customer journeys and multi-channel thinking is a must. Get aligned Both internally, but also with your agencies! Get everyone singing from the same hymn sheet asap. It’s great to have a ‘lead’ agency, but others need to be on board too and this can be challenging. OR find an agency that does it all... Provide insight (if you have it) We know it can be difficult to know which insight to share, or perhaps this is your first campaign and you don’t have a lot - you don’t need all the answers but do provide as much insight as possible. And if you don’t know exactly what you want, don’t worry - it’s better to get your agencies involved at the beginning. Those opening conversations can be invaluable than starting with an unclear brief. Be open to being challenged If you’re looking to invest in a strategy agency for their thinking, be open to investing in those new ideas and fresh perspectives. Take [calculated] risks Always easier said than done, particularly in the 3rd sector space, and as the examples we’ve seen show, the charities that stand out this Chrsitmas will be the ones that take risks. The calculated bit comes in choosing the right agency, one you can trust to take risks based on insight, not just for the sake of being ‘disruptive’. Do it early Don’t do that thing you do with Christmas shopping! Get organised, start planning now, and start conversations with those first choice agencies now.
- With all that said, perhaps we could be that agency partner?! So how can we help you…?
- We’re at our best when we’re involved from the start, and can help you write your brief and identify your opportunities. We’re uniquely set up to support you through strategy, creative and production, and have plenty of experience in the charity space. In fact, many of our team come from the third sector, and we’ve been working with charities for around 16 years - so we have a fundamental understanding of the challenges you face.
- More specifically, our strategy team can help you find and translate insight into campaign propositions, identify audiences and key messages, and design and plan your strategies. Our creative team then turn these into beautiful and effective ideas and executions that inspire and change perception with real stories.
- And with an in-house and award-winning production studio, with in-house producers, DOP, editors, designers and motion graphics experts - we can deliver most campaign assets across DRTV, brand films, digital and social media campaigns, events, and more.
- Most recently we’ve delivered Mind’s market leading #StreamForMind campaign, working with their new brand to evolve their gaming campaigns and target a whole new group of streamers!
- We’ve worked with our friends at Battersea to create a value exchange DRTV alongside a branded campaign to promote their wear Blue for Rescue
- And last but not least Macmillan, we’ve taken a look into the lives of people living with with and affected by Cancer, telling their stories and how they can find the words to their questions with Macmillan Support..
- And that’s our christmas webinar all wrapped up!! Just want to say a huge thank you to our team of amazing women today - hannah, dani, Jo and Charlotte for setting this all up today! All massive thanks to everyone for joining us! now if you haven’t already, do get involved in our Relay event network. We’ve just run a brilliant session on Fundraising and Innovation with speakers from WaterAid, WWF and Flying Cars, which you can watch on our website - and you’ll also find the recording of our January event on Charity and Brand Partnerships too. You’ll find those and loads more at www.raw.london/events
- On there you’ll also find details of our exciting upcoming events: Including our session at CharityComms’ upcoming conference on ‘communicating the climate crisis’, where we’ll be running a session on our latest Climate Giants campaign for Whale and Dolphin Conservation. And keep an eye out for our next Relay event in July - we’re looking for speakers to talk on the topic of creative and storytelling. So if you have a new brand film, some brilliant beneficiary stories or a surprising hero film - come and tell us about it!
- And that’s it - as you can probably tell, we’re all really excited about Christmas, so you have a christmas brief in mind or perhaps would like a one on one workshop with us to get you started, we’d love to work with you this year so please contact us at hello@raw.london.