Championing authentic content

We started working with Ronald McDonald House Charities (RMHC) as their rostered creative agency in 2o18.

One of our most successful campaigns to date was in response to May 2019’s GDPR regulations leaving the charity facing the prospect of losing contact with 80% of their email database.

The Challenge

RMHC needed to keep in contact with people wanting to support the charity, so tasked us with creating and launching a lead generation campaign that would resonate with their cost audience of mums.

The Solution

The core of our approach was speaking to families who’d had, or were having, first-hand experience with the charity. This gave us the opportunity to hear their stories before interviewing to ensure we retained the natural intimacy and honesty we wanted to come across in the final content.

We created an overarching messaging toolkit and storyboarded episodes for a documentary-style mini-series before editing and producing the final video content, all in line with a fast turnaround time, tight budget, and a desire to keep the content authentic, relevant and powerful.

Working with RMHC’s media agency, we honed the distribution strategy and media-buying plan to drive over 2.5K new leads — 20% higher than the target — making a real impact for the organisation.