Challenge
Pagefield were approached by The Salvation Army to support them with a Christmas campaign that would set them apart in a crowded fundraising market and target a younger audience. They aimed for national media coverage and increased online donations through a memorable, engaging campaign.
Approach
Pagefield launched the “Present for You” campaign, showcasing The Salvation Army’s long-standing support for those in need at Christmas and tapping into public nostalgia. The digital campaign included creating a quiz asking favourite Christmas memories, case study videos, and a dedicated landing page. We also pitched the charity to media outlets, driving increased engagement and donations during the holiday season.
Results
Pagefield secured The Salvation Army as the Sunday Express’ charity Christmas campaign partner throughout the month of December – a perfect alignment as the audience demographic was familiar with the charity but less aware of the extent of the work it does in communities across the UK. We delivered the paper four weeks’ worth of content including interviews with two celebrity supporters, an interview with the Territorial Leaders, profiling lifelong volunteers, and fact boxes.
The digital campaign resulted in three million impressions and over 111k link clicks. The quiz received 7k completions resulting in 85 donations.
