An instantly recognisable jingle, golden envelopes, doorstep cheque reveals – but did you know charities benefit when you play People’s Postcode Lottery? No?
Well neither did a significant percentage of its current or prospective player base, despite high brand awareness and a staggering £1.3bn raised since its launch in 2005.
The Brief
Carousel was tasked with creating eye catching, heartfelt, and informative Instagram reel content, stories and stills to combat the lack of awareness that charities benefit when you play People’s Postcode Lottery. With this being a new charity-focused campaign, we focused on a test and learn approach with benchmarks changing throughout the course based on performance data.
Objectives:
- Create fresh weekly charity content
- Establish that charities benefit when playing People’s Postcode Lottery using video content
- Increase brand awareness and consideration with new audiences
- Implement an ad spend strategy, A/B testing audiences and objectives
Our Response
Our strategy combatted the lack of awareness by utilising Instagram to reach a broad audience and spark conversations about community impact through playing People’s Postcode Lottery. Weekly content focused on one of the local charities that received funding, giving audiences a way to understand how their community can be impacted by playing.
We decided that top funnel awareness targeting was best to hit our objectives so for ad spend we A/B tested audiences to see if content resonated better with geo-targeted audiences (up to 10 miles from the charity or a UK wide audience.
The Results
After journeying up and down the country, our team has a newfound appreciation for these shores. Covering a remarkable 15,000+ miles so far, we’ve embarked on an incredible journey, visiting over 60 charities. Our content has brought invaluable awareness to audiences across the UK, informing them of local charities and giving the public a purpose to play.
The reels encompass many creative tactics from content creation and copywriting to interview techniques and ad management to deliver fresh, exciting content, highlighting the impact playing People’s Postcode Lottery can have on local communities, as 33% of ticket sales go to charity. It also cleverly utilised social media formats to encourage traffic including stories with links through to the charity blogs to find out more about each weekly win.
Whilst on the road, there are stories we’ll never forget. Charities like Golden Friendships where an autistic man, silent his whole life, found his voice during karaoke because he felt safe in the environment, evoking tears of joy from all present. That’s why local charities matter and why funding them matters even more.
Do you need help bringing stories to life through PR and Social? Contact us here.
