Parkinson's UK digital campaign hailed a success
17 Jul 2017by Chloe Green
Parkinson’s UK We Won’t Wait
fundraising campaign, which launched in April, has been hailed a success.
The campaign targeted separate groups differently, providing alternative digital journeys for existing supporters, people who know someone affected by Parkinson’s, and new supporters. Each journey was designed and crated by digital agency Manifesto.
According to an article in The Drum
, existing supporters were invited to create and share a personalised video using just two images and two short phrases to tell their own story about Parkinson’s and explain how it has affected their lives. In total, over 500 people living with Parkinson’s were empowered to share their story.
New supporters, meanwhile were presented with a personalised video to raise awareness of Parkinson’s and explain how, with their immediate support, a historic breakthrough in treatments for the condition could be close.
Some stats from the campaign include:
- Over 500,000 took part in the campaign
- 68,000 watched 100% of the hero video
- More than 340,000 people watched at least 10 seconds
- Over 82% of traffic to the campaign microsite originated from social media shares
- Average website dwell time was 2 minutes 54 seconds – more than double the Parkinson’s UK site average during the same period
David Salmon, acting head of marketing at Parkinson’s UK
, told The Drum
: “We have been investing heavily in our digital transformation journey by strengthening Parkinson’s UK’s internal capabilities and calling upon Manifesto to help us with this campaign.
“We were looking for an agency that really understood our charity and our needs, and that could work alongside our own team to help us in our mission to find better treatments and a cure for Parkinson’s.
“We needed to reach new audiences and engage and educate them about a condition which is largely misunderstood. By using personalised video content
and giving our amazing supporters the ability to tell their own story, we are empowering them to help the charity in a totally new and innovative way.”
Mark Ellis, creative director at Manifesto, said: "Parkinson's UK approached Manifesto to help to launch its We Won't Wait campaign in an innovative, positive and urgent way. We saw this as a fantastic opportunity to involve Parkinson's UK's core supporters, allowing them to tell their own personal experience to a wider audience, all within the context of Parkinson's UK's campaign messaging.
“We created an emotive campaign that enables people affected by Parkinson's to create a personalised video quickly and easily to share across social media. In effect, it empowers this audience to own the campaign, giving it real impact and resonance.
“This is just the first step in terms of how personalised video could help Parkinson's UK and other charities. The mix of creativity and technology is opening up entirely new ways of bringing existing and potential supporters into brand stories."