Christmas Movie
Watch Party
Blood Cancer UK
Background
Blood Cancer UK is the leading blood cancer research charity in the UK. Having worked with them on other products, a new project team approached us to help them develop a Christmas campaign that they had been researching with input from their warm audience.
The brief
Our brief was to help develop a minimum viable product for their Christmas Watch Party idea, create a look and feel for the campaign, and help drive engagement with a cold audience on their dedicated event Facebook page – all within a tight turnaround!
The work
Initially, we reviewed the insights from Blood Cancer UK’s initial research. The selected film was the #1 Christmas movie – Home Alone and the idea was to encourage people to watch it at the same time on a particular day, whilst sharing their favourite movie moments in the dedicated event Facebook group.
The Killer team then gathered around a table and shared ideas on the messaging hierarchy, audiences and their motivations, the fundraising ask, all the things that make that Home Alone so special, and the element that differentiates the event - the dedicated Facebook group.
Taking all these ideas away, we reworked the product proposition, ensuring that messaging was clear, distinctive and attractive to target audiences.
Our creative team designed a unique stand-out look and feel for the campaign that was bold, distinctive, and loveable. It featured well-known and loved moments from the film whilst still tying in the charity brand. As our aim was to attract a new, cold audience, focusing on the film element gave us the opportunity to do this – to have common ground and speak a universal language that people would feel passionate about.
The point of difference in this campaign was the dedicated Facebook group. The film inspired many ideas for participant engagement both in the lead up and on the day – the things that would make this a magical moment. It was also an opportunity to raise funds while bringing people closer to cause, so our engagement map included multiple ways to hit these objectives.
As part of the roll-out we created a range of dynamic and static assets for their social media ads.
We were really excited to work on this project as it revolved around the classic Christmas movie, Home Alone, and we’re really proud of the creative we put together!
