Once Upon a time…
Nothing says Christmas quite like when the lights are first turned on across Oxford Street, but more importantly, the act of giving during the festive period. So, when NSPCC sponsored all 300,000 Christmas lights on Oxford Street and transformed them into ‘Little Stars’ that anyone could buy and dedicate to a loved one, Metro and MailOnline were thrilled to be on board to raise awareness and drive donations.
Here’s what we did…
We kick-started our partnership activity with NSPCC ambassador Wayne Rooney, delivering a dedicated Metro front cover and five-page feature, whilst MailOnline mirrored the content and drove digital scale with a home page takeover and masthead logo morph on launch day.
11 weeks of celebrity-fronted coverage followed, featuring volunteers and children who had benefitted from NSPCC. A range of features ran every week and we even secured a column written by Prime Minister, Theresa May! The activity culminated with a ‘switch-on-issue’ of Metro newspaper and app featuring dedicated editorial, bespoke artwork from advertisers, and of course, little stars sparkling throughout.
In total, Metro delivered an astounding 23 pieces of editorial content, 90% of it running in the first half of the paper. There was also front cover flashes and display ads with strong calls to action.
And they all lived happily ever after…
With the help of the big stars to drive the Little Stars initiative, the results were overwhelming.
- 91% remembered the design changes made to the paper in support of the campaign
- 88% remembered seeing the content which was mainly described as eye-catching, interesting, inspiring and sincere
NSPCC exceeded its fundraising expectations and the campaign truly resonated with Metro readers.