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See The Difference: Launching the video charity platform

Becoming part of the team to implement a multi-channel marketing and social media strategy

Brief

Appointed by See The Difference to manage marketing whilst the charity got its feet off the ground with launch and were able to appoint an in-house specialist. To support marketing and PR of more than 150 charity partners to rally their supporters and bring them to the See The Difference website. A key requirement was to build and implement a marketing and social media strategy.

Approach

Built resources for charity partners that included embeddable and measured video ads and pre-written copy for websites and marketing channels. Worked with in-house celebrity agent to get social media support from a range of UK celebrities. Built a blog to provide transparency and a platform for in-depth conversation for the charity. Managed email marketing to stay connected with supporters and re-built and engaged a social community that was not directly relevant and had switched off.

Impact

Tweets written for celebrities including Stephen Fry, Sarah Brown, Alastair Campbell and Katie Price reached more than 5,000,000 people. Built a social media and marketing strategy for the in-house team to implement and adhere to after launch, ensuring the brand could manage communications internally. Implemented Facebook Open Pages to better facilitate social sharing and improved the audience demographics across social channels.


Tags: See the Difference, third sector, charity, video platform, online donations, marketing strategy, social media, early adopters, community building