Third Sector Awards 2016: Marketing Campaign of the Year - Winner: Anthony Nolan for Lifesaver Mode

Awarded to the best charity marketing campaign of the year. Examples might include the successful marketing of an organisation's products, services or membership programmes, or the use of affinity marketing

What was the aim?

Lifesaver Mode was an innovative gaming campaign to inspire young men aged between 16 and 30 to join the Anthony Nolan stem cell register.

What did it involve?

The campaign had a budget of £30,000 for media, but with all creative done in-house. The campaign was carried out in collaboration with the world's leading video platform and gaming community, Twitch. Twitch was a natural choice because 78 per cent of users are men, 67 per cent of whom are aged between 16 and 29, the same age as Anthony Nolan’s key donor recruitment demographic. The charity wanted to create a distinctly youthful, fun campaign that successfully introduced its brand to the gaming world, with the key message that anyone could activate Lifesaver Mode and be a real-life hero by joining the Anthony Nolan register.

Twitch organised some of its top streamers to talk about the charity and encourage sign-ups as they were live-streaming, with one also creating a video to explain how easy the donation process is. There was a Twitch home page takeover and a limited-edition t-shirt. People who were interested in finding out more about the register were asked to sign up to a three-part email journey.

What did it achieve?

The charity experienced a spike in register sign-ups, with 273 new ones, 223 more than the original target of 50. The charity also exceeded the key performance indicators Twitch set for the home page takeover – the target was 75,000 impressions; the actual result was 79,773 – and matched the other KPI of 1,825 clicks. Twitch set a target of a 1.5 per cent click-through rate, and achieved 2.3 per cent. The charity was so pleased with the results that it is planning to work with Twitch again in the future.

What did the judges say?

Scott Clarkson, deputy director of supporters and communities at Save the Children, said: "The manner in which this exceeded targets suggests it far exceeded expectations. I like the way it has been innovative in reaching a new audience. It delivered a solid base I hope it can grow in the future."

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