British Red Cross' Pakistan Floods Appeal

The Insight

Pakistan declared a state of emergency after the deadliest flooding since 2020. Donations were crucial to saving lives and making a meaningful difference. The British Red Cross needed support creating an optimised content strategy and capturing donors across multiple digital channels through landing pages, paid advertising and articles.

The Idea

As part of this campaign, I helped the British Red Cross implement a cross-channel digital marketing strategy. I supported from the content side, providing recommendations into what stories and content they should be providing to help motivate people to donate to their appeal. I also provided a strategy into targeting potential donors for longer after the initial news breaking through longer form content answering ongoing questions and concerns. This required editing their current content and also ideating new content.

The Impact

This work helped the British Red Cross's Pakistan Floods Appeal capture 6,582 donations and more than £418k in donations during its peak period. These results were between 39% and 46% above initial targets.

As a result of our success, we were awarded 'Best Not-For-Profit Campaign (Large)' at the UK Agency Awards in 2023.