– Football is a uniting passion across the nation, however for some it is a time of angst and fear.
– We worked with Women’s Aid’s ad agency, House 337, creating an integrated campaign that aimed to increase traffic across Women’s Aid’s owned channels and website, and encourage donations and increase traffic to the ‘Get Involved’ page of the site.
– Corbin Shaw created a series of eye-catching artworks that turned “It’s Coming Home” into the sobering “He’s Coming Home.”
– The campaign was launched across print, digital and social media during England’s second World Cup match, with the billboard prints staying in situ for the duration of the World Cup.
The campaign saw over 50 pieces of coverage secured in the first week of launch, with 5 national pieces landing across the launch weekend. From Industry press to opinion pieces, and specific consumer titles, all features included strong brand mentions, with over 60% including a link back to the Women’s Aid website.
Crucially, the campaign increased public participation in the search for missing people. Traffic to their website increased 117%, while audience research found the posters improved viewer recall of key details. Lumen eye tracking validated the posters’ improved performance.
The brand’s TikTok post alone saw just shy of 15 million views on #HesComingHome during launch weekend. This resulted in a 78% increase in website traffic directly from social channels – a phenomenal feat for the brand.
Finally, Women’s Aid saw an increase of 44% in web traffic to their Donate page and a 2% increase to their Get Involved page – both channels that the public can then use to donate to the charity, showing how our integrated approach really worked to raise awareness.