What is it?
For April Fools Day, Girlguiding staged a ‘takeover’ of its head office and website at the hands of a group of miniature girl guides made from Lego. According to updates posted on Girlguiding social media sites, the figures, known as "Girlfigs", flew in on a Lego plane and proceeded to cause mayhem (and entertain the charity’s online followers) by jumping on keyboards, locking staff out of the building and even making a phone call to the Prime Minister, David Cameron.
What was the impact?
There were 1,600 online mentions, which it says was three or four times higher than on an average day. The most popular tweets from the Girlguiding account were retweeted 40 times, and Facebook posts over the course of the day reached almost 75,000 people. A Storify round-up has also had more than 2,000 views.
The campaign raised awareness of the charity’s forthcoming projects, such as the Big Brownie Birthday to mark the organisation's 100th anniversary, with the figurines demanding that it be renamed the "Small Brownie Birthday".
Who created the campaign?
All the work was done in-house, with partnerships, marketing and digital teams working on the project and the charity’s own photographer working on the images.
Will it raise any money for the charity?
As well as boosting its social media profile, the campaign was intended to announce the charity's new partnership with Minifigs.me, the Sheffield-based company that created the bespoke Lego figurines. The figurines will now be available to buy, and 10 per cent of the proceeds will go to Girlguiding projects and initiatives across the UK.
Third Sector verdict
This campaign embraces the spirit of fun and mischief among the charity's young members, and seemed to appeal to both younger and older people. It provided a boost in social media engament and managed to both announce a new partnership and promote the charity's forthcoming campaigns without being too overt and preventing people from sharing the posts. The permanent record of the day on Storify means the campaign will continue to reach people long after April Fools Day.