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.

Finished Dish

– 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.

“Content Soup were brilliant at bringing our campaign stories to life on social, which generated direct income for the charity.”