Content | Social Media
Driving donations for Hope House
Hope House is a charity that runs two children’s hospices, providing end-of-life care for terminally ill children and specialist support services for their families.
We were hired to create and manage a social campaign for the charity, which formed part of its 2019 hero marketing campaign, which aimed to raise money to help build a new Snowflake Suite (a special room where families can take their child after they’ve died, so they can spend a few more days with them, whilst receiving specialist bereavement support and counselling).
The campaign focused on Chloe’s story. She was just 17 when she was killed in a tragic tractor accident and after her death, she was taken to the hospice’s Snowflake Suite.
– Social media storytelling to bring a campaign to life
– Social advertising
– Creating a detailed, audience-centric social plan that would bring the story to life in the most powerful and emotive way
– Interviewed key hospice staff and a selection of Chloe’s family and friends to get in-depth information about the support that they had given and received, so we could use it as part of the campaign
– Collated all available video content and images, came up with a powerful campaign design concept and worked closely with the design team to ensure it was effectively brought to life with a series of attention-capturing and visually appealing social assets
– Crafted highly emotive captions for each social asset, alongside donation strategies for each post, before scheduling content across Facebook, Twitter and Instagram
– Developed and managed a full social advertising strategy to increase reach, amplify key messages and encourage donations
– Reached out to key influencers to ask them to repost our social campaign content to increase reach and amplify our messages.
– The #ChloesStory campaign ran for two months, reaching over 500,000 people and generating high levels of engagement, with over 7,000 people reacting to our content
– Over £15,000 was raised directly from our social activity
– Several influencers, including celebrity chef, Bryn Williams, and the Welsh Rugby Team, re posted our social content on their channels
– Chloe’s family were happy with how the campaign had been brought to life on social
– The client was so happy with our work, that they hired us to carry on managing the charity’s channels for a further three months and run two more social campaigns focusing on other children’s stories.