In 2012 ScottishPower joined forces with Cancer Research UK (CRUK) to support their vital work and become a corporate sponsor of Race for Life. Each year since we have delivered the ScottishPower High 5 campaign online and, in 2015, we helped to turn upwards of 75,000 virtual High 5s into a donation to Cancer Research UK of over £45,000.
Brand strategy, integrated launch campaign strategy, social media management, internal promotional materials, email marketing, banner advertising, support microsite and campaign monitoring.
As a responsible energy company ScottishPower believe that they have a duty to the planet, and the customers they provide energy to, and they want to make a world of difference wherever they can. That’s why in 2012 ScottishPower joined forces with Cancer Research UK (CRUK) to support their vital work and became a sponsor of Race for Life – the UK’s largest women only fundraising event.
Our brief for the 2015 campaign was to build upon previous year's achievements and deliver the brand sponsorship activity online to increase awareness of the relationship, encourage engagement and help people have fun while supporting the cause and driving brand advocacy.
Each year we have progressed the concept of the ‘ScottishPower High 5 Challenge’ online in different ways with a consistent core idea – asking the public to ‘donate’ their positive energy in the form of a High 5.
Together with ScottishPower’s brand agency we developed a campaign which became known as the 'ScottishPower High 5 Wave'. It was grounded in the idea that participants could complete a High 5 photo or video and upload it to an online 'wave' of support for Cancer Research UK. A Facebook timeline was the communications hub and traffic driver. We also built a website to allow users to upload their photos and videos and to track all virtual High 5s using a real-time totaliser.
A marquee containing a photo/video booth was in place at key Race for Life events and content generated through user uploads and photobooths formed the basis of fun ‘mash-up’ videos created after each event, showcasing our favourite High 5s. These were used as Facebook advertising tools and encouraged audiences to visit the website to find their piece of the wave or to upload their own.
“The High 5 Challenge is a fun, engaging and naturally social campaign that allowed us to move our conversation onto a more personal, emotional level and truly demonstrated that together we have the energy to help beat cancer.”
Marketing Manager, ScottishPower
In just 11 weeks, and well ahead of the projected schedule, the online totaliser had exceeded 60,000 virtual High 5s meaning that a donation of £40,000 from ScottishPower was guaranteed. However, in the end, because the High 5 Wave finished on an incredible 77,992 High 5s, ScottishPower increased their donation to £46,400.
Over the course of the campaign Facebook Likes of the ScottishPower High 5 Challenge page increased by over 13.5k - a 60% jump!
More than 4,700 pieces of user-generated content (images and videos) were collected during the campaign period as well as 6,650 positive social interactions (post Likes, shares and nominations).