Raising Awareness Online for the Charitable Organisation through Digital PR

POLARIS were commissioned by Marie Curie to support the outreach and digital PR of their annual Great Daffodil Appeal.

Business Objective

The Great Daffodil Appeal (GDA) is an annual initiative setup to raise awareness of the work that Marie Curie nurses do and their need by individual that are terminally ill.

POLARIS partnered with the charity to assist with generating exposure for the campaign and to try and increase donations through digital PR.

POLARIS worked with the charity to understand what natural growth the campaign would receive, analysing past campaign performance and projecting traffic increases using year on year data.

Once this was calculated, the POLARIS team then set about devising a strategy to outreach to additional relevant partners that wanted to help spread the word and raise awareness for the annual initiative.

The client had created a series of content pieces and initiatives around the campaign that POLARIS were able to take and plan activity with.

The goal was to gain further reach through our collaboration that would help to reach the charity’s fundraising target for their campaign.

What We Did 

Being an annual initiative for the charity, a content strategy was already in place, providing POLARIS with a variety of content assets to outreach to partners with.

This included video content including a special commission with the chuckle brothers, an exclusive jewellery range including Swarovski crystal pins, a variety of blogs and interviews from Nurses and family members of loved ones helped by Marie Curie, and an interactive game onsite for fundraisers to play and share.

We worked to a 12 week outreach schedule, organising all digital assets and a planned approach to drive consistent coverage over the course of the campaign.

Utilising our existing contact database as well as going out to market to harvest new opportunities we exposed the campaign to many different audiences that could contribute either by sharing content or even fundraising activities directly.

Ideas were also presented for additional bespoke features, used to confirm exposure on high domain authority websites including Tier 1 newspapers and Tier 2 influencers that wanted unique content.

Overall, the campaign resulted in a number of clearly attributable results, including donations from both individuals and organisations, bake sales to raise awareness, and features of many different kinds across partner websites and social profiles.