This is a summary of a session from Raw London's Relay event, 'How charity campaigns are more integrated than ever' which took place on Thursday 12 September 2019. Speaker: Georgina Garland, Social Media Manager at Canal & River Trust

1. How Canal & River Trust made one TV advert into a
multi-channel brand awareness campaign
Georgina Garland, Social Media Manager
Thursday 12 September 2019

2. Brand Awareness Campaign
Summer 2019

5. Comic relief Compare the Market Visit England – Wallace & Gromit
Children in Need Direct Line – Winston Wolf M&Ms
Characters (or fluent devices) are proven to deliver stickier &
have more emotional connections which are an effective and
efficient way to build brand recognition

7. We explored ten
ideas, characters &
creative design
concepts & chose
one…

8. Say hello to ‘Well-B’
Well-B is our extraordinary little friend, who has recently discovered our
canals and rivers are a great place to spend time and recharge.
We don’t know how, but Well-B gets energy from people and places.
Look carefully at the wellbeing monitor on Well-B’s chest and you’ll
know just how Well-B feels.
Well-B doesn’t like the hustle, bustle and noise of busy streets in towns
and cities. In fact, Well-B becomes tired and sad after spending too
much time there - they drain Well-B’s energy and the wellbeing monitor
dips to a little red flicker.
Feeling this way makes Well-B go in search of nearby places to
recharge, places where people enjoy spending time.
https://www.youtube.com/watch?
v=3iRFOwFo22I

9. Campaign channels
TV
Primetime ITV, C4
and Sky channels,
but only in regions
where our
waterways are*
Digital website
banners
Again targeting by
location,
demographics and
search terms
Social media
advertising
Facebook,
Instagram, Twitter
and YouTube
Owned
channels
Social media
(organic), website,
and newsletter
*Excluding London. Provisional slots on programmes such as: The Voice, Coronation Street, Emmerdale, Sat morning with James M, ITV early evening news

10. Before launch
• FAQs
• Guidance for sharing
• Sharing plan
— When?
— Where?
— How?
• Internal comms
— Who?
— When?
— How?

11. Digital adverts
• Website banners
• Social media
— Facebook
— Twitter
— Instagram
— YouTube

12. Website
• Homepage
• Landing page
• Articles
• Quiz
• Onward journey

13. Social media
• Header images
• Video – full & short
• GIFs
• Images
— Facebook & Twitter
— Instagram
— Instagram Stories

14. @canalrivertrust
/canalrivertrust
/canalrivertrust
Thank you!
Georgina Garland
Social Media Manager
georgina.garland@canalrivertrust.org.uk

15. We’re on a mission to transform the way
charities and brands communicate. By joining
up our thinking, we can help shape the
campaigns of tomorrow.
Get involved.
raw.london