Masterclassing Webinars

Awards Preview: Most Effective Charity Campaign or Solution

Alex Spencer

Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. Today, we're looking at the shortlist for Most Effective Charity Campaign or Solution.


Unilever, Mindshare UK and TMW Unlimited – Lynx CALM
As a brand targeted at young men, Lynx decided to team up with UK charity CALM (Campaign Against Living Miserably) to tackle the issue of male suicide. For its creative the campaign used real-time social listening to pick out comparatively trivial topics being discussed more than suicide, which was then delivered across mobile, social and high-impact out-of-home sites like London's Piccadilly One. Finally, supporters were asked for permission to send out a synchronised 'thunderclap' message on International Men's Day, helping to increase awareness of the issue.

A mobile campaign drove over 415,000 clicks from 15m impressions, with an additional 5m people seeing the outdoor ad. The number of calls to the CALM helpline rose 15 per cent and traffic to its website rose 125 per cent.

Fonix – Children In Need 2015
For Children in Need 2015, Fonix developed a strategy focused around collecting Gift Aid declarations. Data-driven CRM and mobile marketing mechanics were used to provide consumers with a tailored experience, sending a unique link to each donor, recognising whether or not they gave Gift Aid.

Fonix also encouraged the use of multi-tariff services which generated a higher number of £10 donations, contributing to a 35 per cent year-on-year increase in revenue for Children in Need. £6.6m was raised using Fonix’s text-to-donate platform, and a third of donations came with an Gift Aid declaration attached.

The Guide Dogs for the Blind Association and Weve – The Great British Dog Survey
2016 marked the first ever Great British Dog Survey by the Guide Dogs for the Blind Association. The campaign was centred on a mobile-optimised survey platform, as 90 per cent of completions came from mobile and tablet, and ran in two phases – first targeting pet owners with an A/B-tested SMS message, then with creative containing a call-to-action for the mobile responsive site.

The campaign outperformed expectations on all its targets, delivering substantially more completed surveys than predicted and a click-through rate significantly higher than industry benchmarks. As the campaign progressed, the charity upweighted Weve's budget, based on the results.


xAd – The Movember Foundation
The Movember Foundation partnered with xAd, using its Blueprints technology – which draws outlines around physical boundaries of buildings and specific locations – to target mobile ads across UK city locations. Commuters were reached at times of day when dwell time, and thus browsing inclination and message receptiveness, is highest – including lunch hours in high-density office locations and peak commuting hours in high-traffic rail, tube and bus stations.

The campaign's engagement rates were 50 per cent above average, increasing to 70 per cent in commuter hubs.


Our Award winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.