Interview: Michelle Goodall on Planning ‘Moral Marketing’ Campaigns
By Gemma JoyceFeb 18
Published December 13th 2016
#GivingTuesday, the global day of giving, began in the USA five years ago as a response to the overt consumerism of Black Friday and Cyber Monday.
92Y, a cultural innovation center in the heart of New York, created the idea of #givingtuesday – a people-powered movement to encourage charitable giving and acts of kindness and community, to rebalance the focus on what’s important at this time of year.
At Charities Aid Foundation (CAF), we saw the huge success the campaign had stateside and brought it to the UK in 2014. CAF is one of the biggest charitable foundations in Europe, and we work with over 50,000 charities, almost 3,000 businesses (including over half of the FTSE 100) and a quarter of a million private donors. It’s because of this reach and these connections we thought we might be able to do the campaign justice.
Our first two years were big successes – we trended on Twitter both times, and last year we saw £6,000 a minute donated through Visa cards, with Paypal breaking a world record for the amount of money donated in 24 hours.
This year, we ramped up the campaign with lots more public awareness incentives – agency WPN Chameleon created a TV ad for us which was shown across Sky and BT Sport, the Financial Times gave us full page ad spots every Tuesday in the month leading up to the big day, and lots of our partners ran big public projects. QVC sold a special charity t-shirt on the day, eBay opened a pop up ‘feel good’ shop on Oxford Street and Virgin Group hosted “take-overs” on all their websites.
This all culminated in a massive surge in online conversation around the day. The hashtag became the number one trend on Twitter at around 8am and stayed there all day, producing hundreds of mentions of the hashtag every few seconds.
In our London office, it was important that our teams could unearth these elements as the day went on as we get many requests from press on what’s happening – having the data immediately to hand through Brandwatch’s social display tool, Vizia, on large screens in our ‘command centre’, was invaluable.
Further, in our head office in Kent, it enabled staff from across the organization to see what was going on around the UK, and see the full impact everyone’s hard work was having for the charity sector.
Here are just some of the amazing ways people got involved with #givingtuesday this year – without Brandwatch and Vizia, these stories would have been that much harder to find:
Tale a look at the Storify below of all the brands who helped make it a success, and get involved in 2017!