Scope
Marketing Strategy | Project Management | Graphic Design | Copywriting | Social Media Activation | Content Development | Influencer Marketing | Paid Social | PR
The Brief:
To drive donations of quality, seasonal ‘goods and garms’ and target a younger audience than Scope had done previously.
The challenge:
Working with tight brand guidelines and timeline and focussing on digital channels which had not been utilised previously.
The idea:
An influencer-led campaign working closely with four influencers to develop content and stories about the goods and garms they donated to Scope.
What we did:
Developed a cross marketing campaign to connect with our target audience and get them engaged and donating.
Handpicked four influencers who spoke to the cause, preloved goods and were all Gen Z or Millennials.
Developed contracts and tight briefs to get photographic and story content from our influencers for use across in-store posters, website landing pages, newsletters, social media, paid social, email signatures and PR.
Developed campaign messaging, newsletter and website copy, press releases and social media captions targeting our younger demographic and developed FAQs and reactive Q&As for use across marketing and in stores.
Ensured the call to action to donate your unwanted goods was clear and strong.
Oversaw a PR campaign to drive regional and broadcast coverage.
Managed the Scope Charity Shop Instagram account for the period of the campaign and developed five bespoke GIFs in conjunction with one of our influencers.
Project managed, analysed and reported on the campaign from start to finish including managing several internal teams at Scope.
The results:
Generated 156,988 bags of donations, a 6% increase on 2019
Drove 5,298 sessions to the campaign landing page
Generated significant web traffic and CTAs through our paid social and newsletter campaign
41 pieces of coverage secured in key titles including over 10 broadcast channels
Revived the Instagram account and generated:
110,800 GIF views
78 new followers (1,670 total)
51 tagged UGC posts
Campaign hashtag #Sharethescope used 52 times
Doers working on Scope:
Jess Sims
Laura West
Benjamin Brown
Ben Hayes
Laura Greene
“The Doers helped us to think outside of the box of our usual campaigns and injected some great creativity to a post-pandemic drive for donations. We love the breadth of marketing knowledge they have within their team and a very strong little black book! ”
