The Drum Marketing Awards are one of the industry’s most sought after accolades. Although there are many great agencies with great campaigns out there vying for a gong., I thought it might be nice to concentrate on the Cause Related Marketing Strategy of the Year. I will try to put together some info about the campaign and where possible some information from those behind it.
Extreme Creations – Making a Difference Locally
Extreme told us:
“The nomination for Cause Related Marketing Strategy was in relation to Extreme’s work with Making a Difference Locally (MADL), Nisa’s charity which supports causes close to the hearts of the communities in which its stores are based. Nisa Local shoppers can help increase their local store’s MADL fund by purchasing products from Nisa own-label Heritage range and some branded products. A percentage of selected products sold adds to the store’s fund. Everybody can get involved – yet, until early 2016, this hadn’t been communicated digitally to consumers.
The strategy saw us create a bespoke campaigns that transformed customer awareness and engagement, making MADL a landscape leader in month on month (success monitored using Rival IQ).
By rolling out a varied and informative content strategy which utilised case studies,testimonials, offers and weekly chances to win £50 for the community, we were able to identify the kinds of causes that were closest to the hearts of our target audiences. This enables us to hone our strategy around key causes and dates to further boost engagement. We saw incredible results, both for Nisa and MADL. MADL went from a relative digital unknown to enjoying a 506% increase in Twitter followers, 1794% increase in Facebook followers and a staggering 26566% in engagements on Facebook and 20090% on Twitter respectively.”
With your help, we donated over 1.3 MILLION to local charities in 2016! Can't wait to see what 2017 brings #FridayFeeling pic.twitter.com/iWtyxym0do
— MADL (@MADLcharity) January 6, 2017
Donna Herron, Social Media and Content Manager at Extreme Creations spoke to us about this campaign and their ethical marketing in general:
“Our overriding aim was to unify the Nisa Locally and MADL propositions; elevating the charity’s position among Nisa shoppers. We recognised the need to drive an emotional response, which lead us to a highly targeted and informative digital campaign, driven by powerful case studies.
“Focusing on causes close to the hearts of shoppers, we were able to deliver a significant increase in engagement across multiple platforms. We are honoured to have attracted The Drum’s attention with this project and it has highlighted just how much of a difference marketing can make to charities. We would definitely love to do more work with the third sector. Subsequently, we have already gone on to donate some marketing time to Leeds-based charity, The Works, to assist with PR and community engagement. Their alternative education provision seeks to provide skills and opportunities that will help young people -not currently reaching their potential in mainstream schooling – with a supportive, productive environment that will help them secure qualifications or routes to work.”
About Extreme Creations
In the past fifteen years they’ve won numerous awards for our work across all aspects of the digital marketing mix. They are based in Harrogate, Yorkshire and have experts specialising in design, web development, search engine optimisation, ppc, social media marketing, PR, mobile and more…
Our Thoughts:
It’s especially great to see recognition of a firm outside of London. This has been an incredibly successful campaign for raising awareness of an existing programme. It’s a nice ethical marketing campaign which has done wonders for an existing programme.
