Charities Aid Foundation pushes Christmas appeal with Cheeze
Charities Aid Foundation is launching a 'Pants Presents' campaign aimed at encouraging people to choose a donation to charity instead of receiving one of their Christmas gifts this year, while also raising awareness of the organisation.
The campaign launched this week and its digital element, created by Cheeze, centres on an email that drives traffic through to a campaign microsite supported by banner ads, a Facebook fan page and a widget.
CAF is a charity set up to help other charities by working with donors, companies and charities to encourage and facilitate a culture of giving.
Ashley Spooner, group account director for Web 2.0 at Cheeze, said the agency was handed a 'broad campaign concept'. He explained: "We developed some really strong creative that works well both on and offline, with an integrated online campaign that uses multiple touch points to engage both existing CAF customers and the wider public alike."
An e-mail sent to the 60,000 strong CAF database of account holders and email opt-ins will drive recipients through to the campaign microsite, created by Cheeze's sister Digital Marketing Group agency, Hyperlaunch.
The microsite will feature information on the campaign and allow users to create a personalised email to send to up to ten friends. The site will also allow users to create a widget which is embeddable on their personal webpage or Facebook page.
Banner ads on entertainment sites such as News of the World, UKTV, Love Film, and specific programmes on ITV, including The X Factor; will drive through to the campaign microsite. Facebook will also carry ads directing traffic to the microsite and fan pages.
Offline, the campaign will be supported with a national PR push.
After Christmas, a post-campaign email will be sent to those who used the microsite asking them what their worst gift was and suggesting ways they can use them to support a charity, such as selling them on an eBay charity auction or donating to a charity shop.