I designed and ran a collaborative workshop that would break down siloes and enable stakeholders from across the organisation to have an open and honest discussion about how they were using the new brand framework a couple of years in, how it was working for their teams and how we might want to explore evolving it to better serve their needs. We also undertook a tone of voice exercise, exploring flex in how Woodgreen might communicate with their audiences at different times.

From the workshop, we identified key areas to explore. This was presented back to our group and we then embarked on creating a concise set of guidelines, specifically for individual giving and digital engagement teams, to lay out Woodgreen's tone of voice and look and feel, specifically for digital marketing.

We developed a suite of flexible templates on Figma to enable our team to quickly and consistently create a variety of ads, from brand awareness, to urgent appeals and fundraising asks. This included frames for static and video ads, as well as as carousels, and has been used as a basis for ongoing campaigns such as last Year's Christmas campaign.

We designed and ran two days of internal workshops to come up with ideas, focussing on two core personas that are most prone to make a cash gift to Woodgreen. Ideas generated from these workshops were presented back to the Woodgreen team, and discussed.

Together we selected three ideas to develop further, working up two routes for each idea. Each route included an elevator pitch, look and feel and high level messaging and mock ups for ads. This was presented back to the team at Woodgreen and three concepts were selected for testing.

We ran a round of ghost testing using Facebook instant experience ads leading through to a campaign landing page within the main platform. Because one of the selected concepts - the 'Hump Day Help Out' - was about mid week giving, and so could only be run Tuesday to Thursday, we altered the test plan so that it could be tested in isolation.

Hump Day Help Out drove the most interest, with the strongest click-through-rate, and strongest engagement. We then went on to bring the campaign to life, with content featuring Woodgreen staff in their centre. We used short video soundbites from staff, talking about what issues have been faced, and how a small donation can help them get through another week, and donors, too with that rush of endorphins known as the 'helper's high'. This product has recently been launched and is being iterated on to maximise engagement. Through pre-testing more fully fledged concepts in the market by running campaigns with low-levels of spend we could develop a proposition that really has legs.

We were working with a campaign proposition that was being carried over from the previous year and was in development with another agency. We informed the development of the ‘Miracle Maker’ proposition, so it would be better suited to digital marketing, and would pack a punch in small static ads. We ran an internal ideation workshop where we discussed potential themes we could develop to bring the 'Miracle Maker' proposition to life at different points in the campaign.

We developed six themes around the concept of ‘Be a Miracle Maker’ through Awareness, Conversion and Remarketing ads.
.
Theme 1: A pet’s journey
Putting animals at the heart of the story, showing their journey into Woodgreen’s care.

Theme 2: Pets at Christmas
Showing pets as valued members of the family, being cared for at Woodgreen's centre as well as in foster settings at Christmas.
‍
Theme 3: Animals in need
More of a case study style, more emotive, showing pets in need of support.

‍Theme 4: Small miracles
For a rescue pet, every kindness (food, play, warmth, love) is a miracle, no matter how small. This would demonstrate the positive effect of donations through the emotions of the animals themselves.

Theme 5: Feed cleanse
Inspired by the popularity of ASMR, a positive and fun ‘thank you’ on behalf of the pets, featuring happy ‘micro-moments’.

‍Theme 6: Thank you from Woodgreen
A direct-to-donor thank you from the staff and volunteers at Woodgreen

Based on the campaign plan, a suite of assets were developed, each in several formats for different channels with a number of low-level tests. We worked very closely with the Woodgreen team, amassing over 100 assets in total, with accompanying copy. Having a suite of assets with flexible formatting was key to streamlining video edits for multiple channels, allowing us to test a variety of different messages, and ask types.