The Salvation Army begins first online marketing campaign
- Dec 18, 2006
Online marketing agency Harvest Digital is producing banner advertising and planning media which combines search advertising, display placements and affiliate marketing to drive Christmas appeal donations.
Consumers can click through to The Salvation Army Christmas Appeal landing page where they can choose to donate towards a range of gifts such as a family Christmas box for £19 or Christmas dinner for five elderly people for £28.
Harvest Digital has also built an eBay shop for The Salvation Army with the gifts available for auction or immediate purchase. eBay visitors can bid to provide for 24 hours of care for a homeless person, a safe refuge for a vulnerable family, a box of Christmas toys and gifts and other presents from the appeal.
Other media includes advertising on the major portals including MSN, run of network affiliate marketing on buy.at, and search engine marketing on Google, MSN, Yahoo! and charity search engine everyclick.com.
The agency has developed creative which reflects The Salvation Army’s values with neutral colour and photographic imagery to increase the impact of the words and red logo.
A Christmas theme is provided by subtle use of a star and the adverts appear to glow. The wording is direct with copy such as ‘Silent night, lonely night. £28 pays for Christmas Dinner and company for 5 elderly people like Elsie’.
Mike Teasdale, Director at Harvest Digital said: This is an extremely innovative campaign for The Salvation Army, which has previously focused on direct mail, inserts and print advertising. We have worked closely with them to produce targeted banner and text creative that is closely aligned with The Salvation Army’s values and will drive online responses for their Christmas campaign.”
The display, affiliate marketing and search engine advertising click through to a landing page with the headline ‘The best Christmas presents you could give this year won't come in wrapping paper’ with five gift suggestions listed.
These range from a family Christmas box of food and toys for £19 to a night in a hostel for a homeless person for £63 to a refuge for women and children who have suffered domestic abuse for £95. The charity promises to ‘deliver it, with love, on your behalf. Someone, somewhere, urgently needs it.’ The campaign commences immediately and will run until 24 December.
The Salvation Army Christmas Appeal landing page can be viewed at http://www1.salvationarmy.org.uk/christmas
The Salvation Army eBay shop is available at http://stores.ebay.co.uk/salvationarmy24120697