Give a love note
for British Heart Foundation
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How do you create a viral campaign that also raises money?
The Story
As part of its annual Valentine's Appeal, the BHF asked us to create a viral campaign to drive traffic to their main fundraising site.
We realized that most similar campaigns are great at driving traffic but get really low conversion - because a great video, or whatever, delivers you to a boring donations page. Instead, we hit on a solution that made fundraising the heart of the viral activity.
Givealovenote.com lets people make their own love notes, select a sexy voice to read them and send them to a loved one's phone. The recipient gets an email or SMS telling them they've got a lovenote and asks if they'd like to make the 64p donation that will then allow them to access it via a premium rate number.
The Result
Our strategy worked really well. Givealovenote.com achieved a 74% conversion rate for the four weeks around Valentine's Day (the industry average for premium rate conversion is less than 1%.)
Campaign of the month
New Media Age
“From the moment I started playing, I was already sniggering inside. Well done Head London for making this funky little piece.”
Steve Mulholland
Creative Judge, New Media Age
How it works
Create your love note