Background and Context:
Australia's Biggest Morning Tea was in its 19th year and the previous year raised $11 million. An opportunity was sought to engage online communities in an engaging activity to raise funds and get more people talking about beating cancer.
Objectives were to acquire a new group of people to participate in a Morning Tea and increase our digital presence to promote the campaign.
Virtual Morning Tea was created to provide busy people the opportunity to engage online. It was a Facebook application that ran in the lead up to the campaign. Participants could make donations directly to Cancer Council. A virtual morning tea created new media angles, sponsor engagement opportunities, new celebrities participation and a lot of fun stories to share on our own digital tools.
Cancer Council regularly invests time in exploring new digital acquisition strategies. The business problem was briefed to our digital agency. The agency response delivered a selection of ideas from which virtual morning tea was selected. The creative was deliberately different to create a distinction between a virtual and an actual morning tea. The campaign was run in the build up to Australia's Biggest Morning Tea and was leveraged throughout the campaign.
Costs and returns:
Funds raised online increased 34% and online registrations grew 24%. 30% increase in site traffic and there was an 82% growth in referrals from Facebook indicating success in driving participates back to the site.
Outcomes/What was learned:
840 Virtual teas were created which attracted 17,035 participants sharing over 800 stories. The campaign was run for a second year with almost no participation. A lesson to keep campaigns fresh when engaging digitally. Cancer Council continually strives to develop our digital footprint to enhance the relevance and reach of our fundraising activities.