The backstory
Fundraising platform JustGiving wanted to help London Marathon runners drive donations right up to race day. We used personalisation technology to create 30,000 unique films - one for each runner to share on their Facebook page. Our videos that weren’t just social, they were personalised to each marathon runner, appealing to them on an emotional level and giving them a reason to share, share, share to raise funds.
The creative
We added unique elements to a customised video bed, including the marathon runner’s name, JustGiving donation URL, the charity they were running for, and supportive comments from friends and family that had appeared on the runner’s Facebook page.
We developed a personalised social video campaign that used opt-in data from JustGiving’s supporters to create 30,000 videos speaking directly to each marathon runner in a database of 30,000.
The evidence
Our brief was to address the dip in donations just before race day, but we’re happy to report that our campaign went beyond the brief. It racked up over three million impressions, while giving our audience a new reason to get excited about an email from JustGiving. Runners opened emails over 50% more often, just to see their personalised video. Personalised videos were shared over 4,000 times on Facebook and views rose by 30% compared to the previous year. Better still, JustGiving raised double the funds for its charities.
Our campaign changed the social content game for JustGiving - and proved the true power of personalisation. It was a first for distillery, inspiring us to keep raising the bar with data-driven social content. Best of all, it counteracted the usual dip in engagement and donations before race day, a first for JustGiving as well.
Are you ready to take your content to the next level with personalisation? Get in touch to learn more about distillery’s personalisation engine.