How we did it
‘Cake Tastes Better Together’ invited hosts to get together and get creative with cake. We created the opportunity for Macmillan to build new relationships and raise more money than ever before. We developed a sharing strategy and launched a multi-channel, integrated campaign. Our rule was that everything we created had to be either useful or shareable – ideally both. This ensured that every host’s Coffee Morning event wasn’t just a success in the home, but on social media too.
Our out of home (OOH) and press campaign directed hosts to a mobile-first website to order their event kit wherever they were. We also created vines to show new, younger audiences how easy it is to create bakes for a Coffee Morning. #CoffeeMorning was used in all the press, OOH, direct mail and social we created, rallying our audience to share their bakes.
We were extremely proud that our work with MacMillan won a DMA Gold Award in 2016 for Best Integrated Campaign.