Creative thinking meets commercial reality
Experian, the leading global information services company, were keen to promote their offer to third sector organisations. Acknowledging that charities and NGOs operate differently to its business clients – with fundraising at the heart of commercial models – Experian needed a campaign with a softer approach than their usual communications.
We were tasked with exactly that – to create a multichannel campaign that showcased Experian’s expertise by providing useful advice to its charity and NGO audiences.
Experian saw a 450% increase in active and qualified leads from the charity sector less than 12 months after the campaign launched.
Research and creative exploration led us to a warm and memorable theme for the campaign around the cultivation of bright ideas. Aimed at CEOs and marketing directors in the charity sector, we developed ‘A handy guide to fruitful fundraising’ that included eight useful tips for growing and managing donations. Focusing on the benefits of data management, the guide explored how Experian’s services could make a real difference and maximize fundraising opportunities.
We kept the communication highly targeted, using a witty central idea to present a series of different points in a friendly, accessible way. By combining light-hearted, even quirky, illustrations with a warm, approachable tone of voice rich in gardening metaphors and references to growth, we were able to make a series of serious points and hold the readers’ attention almost by stealth.
The campaign hit exactly the right note, informing and educating a new audience group without being over technical or overtly sales-orientated. The ultimate proof of any approach is its impact.; in this case, the response from charities has been extremely positive, and budding relationships formed.
Cubic’s interpretation of our ambitious brief has yielded fantastic results. The campaign’s softer and warmer approach has proved to be perfect for its target audience – a welcome and necessary change to our regular communications.
Director of Marketing, Experian Marketing Services