OPPORTUNITIES TO SAVE
Client: Anthony Nolan
Social listening indicated that football was the solution. But not mainstream football, which has priced the audience out, but YouTube football, which has become such a dominate force in the modern game that this audience now follows a completely new football ecosystem that only exists on the platform. W Communication’s approach saw the agency turn YouTube-only football team SE Dons into SE DONATES, for a campaign with just one metric: saving lives. The week-long club and content takeover, culminated in a one-off charity football match – ‘A Match for A Match’ – played against another uber-popular YouTube team and was supported with an integrated owned, earned, and paid content plan that spanned six weeks. And when the final whistle on the campaign blew, W had increased average annual donations sign-ups of 16-18-year-olds by 25%, which saw up to 66% of the population of people living with blood cancer given another chance at life.