The Kite Factory

We're an independent media agency who create high flying ideas that deliver.

London, United Kingdom
Founded: 2001
Staff: 70
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Skills

Media Buying & Planning
Performance Media Agency
Performance Marketing
media agency
Media Planning, Buying & Trading
Digital
Clients
Comic Relief
David Lloyd Clubs
Triodos
Royal Mail
WaterAid
Lovehoney
TM Lewin
Residently
Flight Centre
hyperoptic

and 1 more

Sector Experience

Charities
Commercial
Third Sector
Finance
Travel
Travel & Tourism
Retail
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WaterAid #Untapped

Making the plight of a village 4,000 miles away feel closer to home

Background:

In the charity sector, proximity to cause is a key motivator for giving. WaterAid’s solution was to create a campaign that immersed our audience in the day-to-day life of one of the communities WaterAid helps – the village of Tombohuaun, some 4,000 miles away in Sierra Leone. This was a performance campaign with a difference, prioritising brand engagement over asking – inviting people to like, share and be part of the community so that they’d be more likely to want to donate to it.

Strategy:

We created a performance campaign with a difference. Prioritising light touch engagement over asking, we invited people to become part of the Tombohuaun community and encouraged them to like and share content to entice donations.

We used PR, Social, Cinema and OOH for reach and digital channels to deliver immersive village experiences, with performance channels (DRTV, DM and inserts) underpinning the activity to help deliver the donation target. Immersive digital experiences included ChatBot tours of the village, a 360 degree video from the waterhole itself, village nickname generators and “how to” village craft videos.

​​Results:

#Untapped smashed all targets, with 76% of donations occurring after just one visit to the Untapped website. This generated a staggering fundraising total of £8.2 million and delivering an overall ROI of 5.2. ​

Tags

digital marketing
Fundraising
digital measurement
performance marketing
the kite factory

Clients

WaterAid