Wood Green Integrated Campaigns

Listening makes all the difference. In the case of Wood Green, it can take a small, local animal charity, and make it a major player.

Wood Green came to Campfire with an ambitious brief: to revolutionise their fundraising performance and brand awareness.

Campfire knew that the best place to start was to listen. We carried out consumer research and got supporters involved in co-creation workshops to develop a range of new messages and propositions.

This confirmed that recruiting new supporters required a fresh messaging approach. Quantitative research then showed us which of these new messages would be the most effective for each target audience.

We delivered our new creative approaches across the year, as part of a structured testing programme, with each one building on the next. This approach has taken Wood Green from a reliance on direct mail, to a predominantly TV and digital-based engagement model. Campfire’s collaborative approach has also helped Wood Green to develop new, interactive supporter journeys that improve longer-term returns.

Wood Green are now punching above their weight, making significant inroads into the national market, with positive growth set to continue into 2018.

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