2016 Gold Best integrated campaign

Agency Kitcatt Nohr

Client Macmillan Cancer Support

Campaign summary

A coffee morning kit filled with fun, useful and shareable items

Campaign overview

The brief was to recruit a new generation of hosts to raise money for Macmillan Cancer Support.

In order to grow, Macmillan’s Worlds Biggest Coffee Morning needed to appeal a younger audience - without alienating its loyal older audience.

Strategy

Macmillan’s World’s Biggest Coffee Morning is one of the UK’s biggest and longeststanding mass fundraising events.

The typical coffee morning host, dubbed Hilary, has a good network of friends, and enjoys giving something back to charities. Hilary, accounts for 69% of people who have hosted a Coffee Morning in the past.

To stand still, Macmillan needed to retain Hilary. To grow, it needed to attract an additional type of host: Sophie.

Sophie is younger, digitally savvy and chooses a charity that has engaging events that fit around her work and home life. The campaign needed to bring these two seemingly different groups together for the common good.

With being sociable at the heart of the strategy, Macmillan created a ‘shareable campaign’: sharing in the real world, and sharing online to ensure every host’s Coffee Morning event wasn’t just a success in the home - but on social media too.

Creativity

Cake Tastes Better Together’.

Everything the campaign created had to be either useful or sharable - ideally both. A campaign cake duster in the kit did both. It could create a showstopper at a Coffee Morning (the real world) and spread the campaign on social media.

A press campaign featuring the campaign cake duster directed hosts to a mobile-first website to order their event kit.

Vines on the Facebook page showed the younger audience, who hadn’t been holding Coffee Mornings, how easy it is to bake.

Each Coffee Morning kit was packed with useful and shareable items. Users could guess if a cake was home baked - or a ‘fake’ from headline sponsor M&S.

#CoffeeMorning was used in all OOH, DM and social - rallying the audience to share their bakes. After all, they had the right content for sharing: pictures of food (along with kids and cute kittens) are the most shared pictures online.

Results

This year’s campaign trended on Twitter on the day with more than 30,000 Tweets.

And thousands of homemade cakes featuring the campaign logo were posted across social media using #CoffeeMorning.

Team

Simon Martin (Creative Director) • Caroline Deput (Planning Director) • Ellie Lynch (Copywriter) • Beth Kwaterski (Art Director) • Alison Loader (Senior Project Manager) • Sophie Marshall (Senior Account Director)