2013 Gold Best Brand Building Campaign

Client RSPB

How did the campaign make a difference? By taking nature from the countryside to the consumer's doorstep, this campaign turned RSPB's low relevance and emotional engagement to exceed recall, attribution, response and conversion targets.

What details of the strategy make this a winning entry? The campaign's primary aim was to begin the repositioning of RSPB, from being solely about protecting birds towards protecting nature in general. The first step was to engage a younger, more affluent 'Active Nature Enthusiast' audience, who are more predisposed towards supporting general environmental causes than protecting only birds. The key insight was that their perception of 'nature' was that it was in the countryside, or on TV. While they cared about it and visited it occasionally, they didn't see themselves as part of it. So the strategy was to bring nature home to them, focusing on the familiar species in and around their gardens, with an activation mechanic (build a home in your garden) that feeds a conversion programme to membership. Activation activity following the TV ad was key to the campaign's success. Journey planning allowed customers to choose their involvement according to the opportunities in their garden, supported with relevant content online and in email. Social media editorial planning amplified the participation aspect though a variety of weekly taking-part and sharing opportunities. Pre-launch communications to almost a million existing RSPB members and supporters ensured that they embraced the new brand positioning. There was activity to allow existing supporters to be early advocates for the campaign and kick-start participation.

How did creativity bring the strategy to life? The creative approach made the cause of protecting nature warm, approachable, inspiring and uplifting, by focusing on home, family and children. It focused initially on wildlife that's familiar and loved, from urban and suburban gardens: i.e. hedgehogs, starlings, bugs and ladybirds, moving away from passive watching (synonymous with birds) to active involvement with nature, by building homes for nature. And it extended into social media to amplify the campaign and activate participation.

Results Over 236,000 people took up the offer to build a home for nature in their garden, far exceeding all expectations. Perception of RSPB being about all wildlife (not just birds) increased from 17% to 31% among the 'Active Nature Enthusiast' audience. Follow up research with microsite responders verified that most were engaging with a wildlife/conservation charity for the first time.

Team Nick Spindler – Brand Planner , Lyndsay McMorrow – Creative Director, Neil Bazell – Art Director , David Fitzduff – Copywriter, Hannah Wright – Account Director, Charlie Crane – Director, Kristin Armstrong – Agency Producer, Frances Mildmay-White – Producer

Other Contributors Knucklehead – Production company, Cut and Run – Editors, The Mill – Post production , Factory Sound – Sound, Finger Music – Music