Developing a new way to give to Crisis at Christmas
CLIENT: CRISIS
PROJECT: CHRISTMAS STOCKING
Working alongside the Crisis innovation team, we were tasked with helping to develop new ways to support Crisis at Christmas that were aimed at engaging new donors.
Initially, two concepts were tested with the target audience. Both were well liked and went into pilot. From this, Crisis Christmas Stocking proved scalable and easy to deliver operationally.
In only its second year of development, the product grew and raised almost £300,000 (+1,557% year-on-year), with a new donor rate of 69% (+23% vs target).
For Christmas 2023 we scripted and edited an ad with Will Poulter that gained 11.7m impressions across social (a third of all campaign paid social impressions) and received hundreds of positive comments, likes and engagement. In paid social, Christmas stocking ads drove the highest engagement across the whole ad set.
