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MacMillan Cancer Support

The World’s Biggest Coffee Morning

SUMMARY

RAISED A RECORD BREAKING £27.6M FOR MACMILLAN CANCER SUPPORT

Value we created

  • A record £27.6 million raised in 2015 – up 10% on the previous year
  • A record number of 227,000 Coffee Morning hosts, of which 67% were from our digitally-savvy target audience
  • Trended on Twitter with over 30,000 tweets
  • The work won a DMA Gold Award in 2016 for Best Integrated Campaign

The business problem we solved

The World’s Biggest Coffee Morning is a well-established event on the fundraising calendar, but in order to grow, Macmillan needed to appeal to a younger audience – without alienating its loyal older audience. Our brief was to inspire a new generation of hosts to raise money for Macmillan Cancer Support.

What we did

We needed an idea that could bring these two seemingly disparate groups together for the common good. By harnessing the rising trend for baking and putting sociability at the heart of our strategy, we created a campaign with sociability baked in: sharing in the real world and sharing online.

How we did it

‘Cake Tastes Better Together’ invited hosts to get together and get creative with cake. We created the opportunity for Macmillan to build new relationships and raise more money than ever before. We developed a sharing strategy and launched a multi-channel, integrated campaign. Our rule was that everything we created had to be either useful or shareable – ideally both. This ensured that every host’s Coffee Morning event wasn’t just a success in the home, but on social media too.

Our out of home (OOH) and press campaign directed hosts to a mobile-first website to order their event kit wherever they were. We also created vines to show new, younger audiences how easy it is to create bakes for a Coffee Morning. #CoffeeMorning was used in all the press, OOH, direct mail and social we created, rallying our audience to share their bakes. 

We were extremely proud that our work with MacMillan won a DMA Gold Award in 2016 for Best Integrated Campaign. 

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