Curated worked with Marie Curie on a three month PR campaign, as part of an integrated SEO strategy devised by Marie Curie’s in house SEO. The campaign worked to encourage involvement in, and donations to, The Great Daffodil Appeal.
Encourage involvement in, and donations to The Great Daffodil Appeal, Marie Curie’s annual appeal to raise money for Marie Curie nurses. Marie Curie provides end of life care to terminally ill patients and their families. Use only digital PR to achieve this.
The campaign would be broken into two phases: recruitment, which would involve encouraging audiences to take part in fundraising activities; and donation, which would focus on having people actually wanting to donate.
How to solve it
The main challenges in this campaign were two-fold: first, gain the right type of exposure, and second, create content that would spur people into action, and donate. To do this, we researched into the psychology behind giving, as well as the type of people who are more likely to give.
Our content would drive the start of a ‘supporter journey’, which would engage readers in the process of giving, and make the idea of helping others something they could tangibly feel as being part of their own lives. We needed to expose the benefits of giving, and draw out the recognisably human impacts of it that our audience could relate to. The idea of being able to make change needed to be palpable, so that the audience felt it was something realistically within their power to do by getting involved in the campaign.
Messaging for phase one was both practical and aspirational, and gave information and ideas about how one might get involved in a fundraising event. Phase two took a more direct approach, and drew out human stories that were relevant to smaller, more engaged audiences.
What we did
We found in our research that interest in human stories was particularly strong within local communities: audiences were more likely to engage with and feel connected to stories about their own community, and feel more willing and able to contribute to making change. Publications for parents — particularly mum blogs — were also targets we considered, as our research showed that these groups were more likely to be interested in contributing to social good, and more likely to donate to a good cause.
For phase one, we targeted blogs who had created a sense of community with their followers: mum and dad bloggers, wedding bloggers, and a student newspaper. We pitched and created a mix of practical and emotive content that detailed how you might get involved with fundraising, as well as content promoting the campaign. You can see some examples of our work featured on Lifehack, and Brit Mums.
Phase two was more direct in nature, with content focused on human stories that drew out emotion and community spirit. Where better to place this content than local news outlets? We turned to our journalism roots to dig up stories that would be relevant to these communities, and found some remarkable stories about people who had been involved in, or affected by Marie Curie.
We managed to exceed our targets and gain coverage across a range of local news publications, as well as a few large national outlets, such as Lifehack. As suspected, we had the most success when pitching human interest, and news stories to outlets. All publications we gained coverage exceeded the quality target we were given (DA >20).
During the period we worked with Marie Curie, we impacted a 10% increase in SEO visibility. YOY Marie Curie had a 47% increase in organic traffic, and a 102% increase in referrals (March 2015 – Jan 2016)
What Marie Curie said about us
“Curated were a delight to work with on the Great Daffodil Campaign 2016, and delivered above expectations, I’m pleased with the work they did and will be happy to work with them in the future.”
-Neil Dickson, SEO Manager
Need help running a short PR campaign? We’d love to help.