Delivering impactful content to drive donations for the RSPCA
Every month, the RSPCA receives an overwhelming 90,000 calls to their animal cruelty hotline, highlighting the immense need for their services. Like any charity organization, the RSPCA relies heavily on the support of donors to continue their vital work. To bolster their efforts in attracting new audiences and donors, the RSPCA approached a team for assistance in revamping their existing paid advertising strategy.
THE CHALLENGE
The RSPCA asked us to revisit their existing creative propositions. The aim was to create new propositions that would not only inform but also inspire our creative ads, with each proposition focusing on a different facet of the RSPCA and the work they undertake, including their dedicated rescue workers, animals in dire need or help, and the sense of community togetherness that surrounds the RSPCA's mission.
THE SOLUTION
We utilised the RSPCA's extensive asset library to bring our new propositions to life. This involved crafting a variety of paid ads in both static and video formats. These ads were designed to capture the essence of the RSPCA's story while also compelling cold audiences – individuals who may not be familiar with the organisation – to take action, specifically to donate and ensure the continued operation of their crucial services.
The creative process was driven by a combination of relevant facts and compelling images. These elements were thoughtfully integrated to narrate the RSPCA's journey, showcasing the incredible work done by their dedicated rescue workers and the heart-wrenching situations of animals in desperate need. Additionally, the message of community togetherness, a fundamental aspect of the RSPCA's mission, was conveyed through the visual storytelling. To maximise impact, subtle brand assets and animation techniques were used. These creative strategies allowed us to effectively convey essential information while getting across our desired message.
