Background and Context:
Daffodil Day (DD) raises approximately $9 million annually across Australia for Cancer Council. Merchandise is available through retailers in August and street volunteers on Friday 23rd
Although DD has strong brand equity with high claimed participation rates, after 27 years it is in the mature phase of the product life cycle and the customer proposition has diluted.
Aim:
Develop and trial a new approach to this fundraising product in the South Australian test market.
Communication Objectives:
· Position DD as the easiest way consumers can support cancer.
· Increase the propensity to purchase a pin when you see merchandise.
Fundraising objectives (SA)
· Sell through % increase YOY
· Revenue % increase YOY
Strategy/Tactics:
Take a consumer centric approach by developing a consumer product that exists to maximise consumer value in return for their donation.
Product - Taking an evolutionary psychology approach to product definition, the consumer need/problem was defined as ‘Fitness Signalling’. This hypothesis was based on the consumer insight that generosity is attractive and demonstrates ones social conscience facilitating social acceptance.
Communications - After seeing the communication we want consumers to think “If I’m not wearing a pin it says something about me”. Single minded proposition: Wear a Cancer Council pin on Daffodil Day to show you care about beating cancer.
Distribution/Price - Reduce barriers to buying a pin:
- Increase number of sites by 20%
- Focus on high traffic locations
Programme Process:
1. Develop hypothesis on psychological motivations
2. Creative & media plan development
4. Test-market launch in SA
5. Post-campaign evaluation
Costs and returns:
- YOY costs increase %
- YOY revenue increase %
Outcomes/What was learned:1. Donating is not a selfless act – donations must offer value to the consumer. The key is to identify the value received and maximise it.