Digital Campaign of the Week: Shelter

Bling your house! uses Google Street View to allow supporters to add virtual festive decorations to their homes by tapping in their postcodes

Shelter Housebling
Shelter Housebling

What is it?

A website that combines Google Street View with an application that allows users to decorate their houses with festive 'bling'.

When they have finished, supporters are encouraged to leave online donations.

How did Shelter come up with the idea?

By brainstorming its staff, according to Matt Goody, head of direct marketing.

The number of Christmas visitors to the charity's website was fairly small, so Shelter wanted to find a creative way to increase traffic to the site.  

"We set up a series of brainstorms throughout the organisation to look at all the various activities that take part at Christmas and find out what Christmas means to people," says Goody. 

"One thing discussed in these meeting was Christmas house decorating, and the great lengths some people go to when doing so, which led to the idea for the site."

How is it being promoted?

Through social networks, blogs and online media. 

How much did it cost?

Shelter does not want to say, but it did stress that the cost was minimal. 

Third Sector's Verdict:

The site does not provide much insight into the charity's mission, but is fun, personalised and playful. 



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