Gemma Moroney
Planning Director at Mischief
London, Reino Unido
TituloNational Trust: The Nation's Ode to the Coast
Agência
Campanha The Nation's Ode to the Coast
Anunciante National Trust
Marca National Trust
PostedAgosto 2016
Sector Empresarial Instituições, organizações não governamentais
História The nation’s connection to our coastline was at an all-time low, down a third in ten years1.We needed to fix that, fast. The National Trust, which cares for 775 miles of British coast, had a 50th anniversary fundraising push coming.Using behavioural science techniques and a little help from “The Bard of Salford” (Dr John Cooper-Clarke), we made the nation fall back in love with our cause. Not by telling them to care but by getting them to tell us why they #lovethecoast and turning that into the Nation’s love poem to the coast. This approach of focusing on “coastal emotion not coastal erosion” sat at the heart of one of the Trust’s most successful integrated campaigns yet. By the end of the campaign 18,000 people had taken part, those who’d seen the campaign were 25% more likely to visit the coast, we were named a #1 storytelling brand by Aesop and we’d helped boost membership 23% yoy. 
Filosofia Focus groups told us concentrating on coastal ‘jeopardy’ wouldn’t resonate with our target audience – we needed to find a reason for them to care.Instead of telling people why they should care about National Trust’s work, we’d let them tell us. We’d drive a national conversation about coastal emotion, not coastal erosion, reframing 775 miles of coastline as 775 miles of memories to crowdsource a love poem to the coast.The campaign kicked off with Neptune, God of the Sea, rising in front of the White Cliffs of Dover to thank the nation for its support, paving the way for the Nation’s Ode to the Coast.Punk poet Dr John Cooper Clarke then revealed the opening of the Nation’s Ode to the Coast, inviting the public to help complete it by sharing coastal memories.People shared memories, photos and wrote their own poems inspired by the coast. Selected users’ comments were turned into specially-commissioned photos, sketches and videos.An 8-stage ‘Shellsphere’ walk-through experience toured city-centres, evoking memories of the coast even among people who hadn’t visited in years.After months of conversation and contributions, a selection of user-generated content was sent to Dr John Cooper Clarke, inspiring his composition of the poem’s final verses.Our final poem was unveiled in a celebratory video, featuring our punk poet, National Trust volunteers
Problema 2015 marked 50 years of the National Trust’s coastal appeal, Neptune. But while 90% of the public was aware of the charity’s work caring for buildings and countryside, only 42% were aware of its coastal work. A longitudinal study showed the nation was becoming less connected with the coast than ever before.Ahead of an autumn fundraising push, we needed to raise AWARENESS of National Trust’s important role in coastal preservation; foster AFFINITY with this work; and encourage ACTION (participation in the campaign and increased propensity to join, donate or volunteer). 
Resultado We broke records for awareness of, affinity with and advocacy about National Trust’s coastal conservation work.Our final video was viewed 5.5million times across Facebook, YouTube and Twitter, reaching 43% of our target audience. Content retention averaged 84% - way above the industry average. On seeing the final poem film, 32% of the target audience reported considering membership, 27% donation and 24% volunteering – a result previously unheard of for the Trust.The campaign garnered over 360 pieces of earned media coverage, with message delivery 25% higher than the charity’s average.Coast-related posts by the National Trust generated 368,000 engagements across Twitter, Facebook, Instagram, Google+, and Pinterest, while Facebook organic posts reached 11.5 million newsfeeds – equivalent to 28% of all Facebook users in the UK.The organisation was named one of Aesop’s top 3 storytelling brands and the Trust became the charity most associated with the coast – beating RNLI (lifeboats) who’d unveiled their summer campaign the week before ours launched.We also raised £396,000 in direct donations and contributed to a 23% yoy increase in National Trust memberships. 
Tipo de Mídia Case Study
Comprimento
Strategy/Planning

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