Hundreds of elves and column inches, driving a great deal of valuable support for WellChild.
Christmas 2013 saw the birth of more than 900 elves. The elves were created by the general public, as well as one or two notable celebrities, in support of, and in partnership with: WellChild, the national charity for sick children – their mission is to bring care and support to as many seriously ill children and their families as possible.
Visitors to the campaign microsite were invited to create their personalised elf, name it, choose it an outfit and share it on social media platforms. Although raising funds wasn’t a primary goal, there was also an option to donate to the charity, and some did. The idea behind the campaign was the brainchild of Silver Creative: Matt Hurley That’s me – Chief Elf. The whole of the Silver creative team rallied to provide illustration, animation, while everyone in Silver engaged in social media support and the generation of a great deal of PR.
We decided initially that we wanted to showcase our strategic social marketing capabilities, along with our brand expertise, web design and development, video production, email marketing and social media skills – All of this in aid of a great cause and a better use of creative energies than simply sending out the ubiquitous greeting cards. Parallax scrolling techniques and CSS3 animation which, when combined, create a really fantastic illusion of depth. Elf accessories have been added to the elf picker section allowing visitors to create truly unique elves. Elf creators could, and still can, choose extras relating to the traditional English Christmas carol ‘The Twelve Days of Christmas’. There’s even a ‘Secret Santa option.
Silver engaged WellChild Ambassadors: Entrepreneur and star of Dragon’s Den: Duncan Bannatyne and Olympic Medallist: Mark Foster. Celebrity elves were created for them and both shared on their social media sites. Duncan Bannatyne tweeted regularly to his monumental 665,512 followers, while Mark Foster demonstrated his support by tweeting to a further 62,110. The site has gone on to win an Awwards.com Honorable Mention, as well as CSS Reel’s coveted Website of the Day and Pocket-lint’s Website of the Day!
“We are delighted to welcome the elves and thank Silver for kindly creating an online community to home them. We hope this fun site will help spread the message about WellChild’s team of nurses who provide essential support to hundreds of families with seriously ill children across the UK each year.”
Tom de Pass – Director of Marketing & Communications – WellChild Trust
CreateYourElf Campaign – Client objectives
Raise awareness of WellChild over the Christmas festive period in a fun and engaging way, particularly to audiences who don’t yet know of us, positioning the organisation as a leading national charity that supports all UK children with long term complex health care needs
Use the campaign to start a dialogue with any new people who come into contact with WellChild, ultimately turning them into supporters in the future
10,000 page views on the campaign web site across December
500 elves posted on the campaign web site wall
500 email sign ups to WellChild’s e-news
National marketing trade press
National fundraising title
Local news titles
Online news site
Coverage on blog sites
“The Charity Commission estimates that there are 180,000 registered charities in England and Wales. That’s 180,000 organisations trying to secure donations to fund their work. To survive and thrive in an increasingly competitive market, charities like WellChild need to deploy ever more creative campaigns to develop relationships with supporters and donors.
Silver’s Christmas campaign for WellChild captured the attention of our potential supporters in a brilliantly fun and engaging way. Thanks to Silver we were able to capture nearly 1,000 names for our database and raise awareness of our work at the same time. That’s staggering when you consider the campaign was developed in just a few weeks and delivered during a period when most people have other thoughts on their minds.”
Tom de Pass – Director of Marketing & Communications – WellChild Trust
devlounge.net – Design Focus: ‘Tis the Season, Designs of the week
thedesignblitz.com – Showcase of Websites with Full screen Backgrounds
dizyne.net – Creative Parallax Scrolling Examples
cssauthor.com – Daily Web Design and Development Inspiration
“Here at Silver we’re dedicated to helping make a positive difference to the community we live in, beyond the brand and marketing services work we do. We believe that the work of Wellchild is extremely worthwhile and felt that we could use all of our creative and strategic energy and experiences to support this cause – and have some fun into the bargain. Matt and his team in the studio has engineered and built what we hope will be a hugely successful campaign running up to Christmas 2013, in place of the ubiquitous card and corporate gifts. I’m confident our customers will lend their full support to our endeavours. So let’s all create an Elf for Wellchild.”
Graham Dodridge – CEO/Creative Director – Silver Agency
The campaign has been a huge success, not only with the figures that we have realised, but also the exposure it received in the digital press.
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[post_date] => 2014-02-20 11:58:26
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[post_content] => A global desire for a daily coffee fix has seen fresh coffee franchise opportunities popping up on every street corner. Coffee is the second most traded commodity on earth, after oil. Grown on trees in the ‘bean belt’, between the tropics of Capricorn and Cancer
The English are well known for their love of a good cup of tea, but habits are changing and levels of coffee consumption, largely driven by American brands such as Starbucks, has in recent years challenged the status quo. Starbucks is the largest coffeehouse company in the world, with 19,555 stores in 58 countries. Incredibly, each year Starbucks uses more than 93 million gallons of milk, enough to fill 155 Olympic-sized swimming pools! They are opening new stores at a rate of five every day. In 1675 Charles II, King of England banned coffee houses, claiming they were places where people met to conspire against him. We are yet to see Brits apply the strict rules of Italy, but the growth of the ‘Coffee Culture’ in the UK is huge. Stationed on every street corner in UK towns is a coffee shop and they’re rarely empty. As many of the traditional UK pubs are going out of business coffee houses look set to stay!
The environmental branding of these coffee shops has become extremely useful and important to us. Free wi-fi, comfy sofas and the wonderful aroma of freshly brewing coffee ensure we desire to meet friends in them and even hold business meetings. So if the product is of a high quality and the market need is so great, then the customer promise to link the two should be quite strait forward. Of course, this is an extremely competitive market space and up until now we haven’t seen market saturation. The interesting large coffee brand wars are still ahead of us. At the same time we see smaller artisan coffee shops making a stand such as Monmouth coffee monmouthcoffee.co.uk
If you work outside of a town, with no close connection to your favorite coffee parlor, you know how difficult it is to guarantee a good coffee. Even though there are a growing number in ‘Barista style’ instant coffee brands appearing on our supermarket shelves, they just don’t seem to cut it anymore. Our experience of good coffee brands has spoiled our acceptance of anything that doesn’t pass muster. Yes you can buy expensive coffee machines to make your coffee at home, but unless your coffee beans are stored in the right conditions and all the other factors of brewing the perfect cup are right, then you’d be best to keep buying the instant coffee you have become used to. Of course the Nespresso machine here at Silver is rarely silent and the proliferation of such machines has further fuelled our changing habits.
Once upon a time I came close to holding the title of Starbucks Best Barista in the UK, so I’ll give you a few tips to creating the perfect cup at home. There are four major factors that come into play…
Coffee-to-water Ratio – It’s crucial that the ratio is right to avoid over brewing the coffee. Too much extraction and the brew tastes bitter and under-extraction will result in a thin, weak, sour cup.
Grind - A finer grind means more surface area of the bean is exposed to the water. For a brewing method that uses a longer brewing time such as French Press, a coarser grind is necessary.
Water - Despite debates I still think that the ideal water temperature is 195-205f, since water is better at extracting when near-boiling point. Also quality of water affects the taste of your perfect cup. Fresh, filtered water is best and do not boil your water more than once.
Time - The time the water and coffee are in contact with each other is another major factor in brewing the perfect cup. Depending on your brewing method this time will vary!
Italian Roast is my favorite by far. This coffee has distinctive sweetness and smoky notes; the dark roasting helps bring these out! It’s a multi-region blend that pairs amazingly well with a slice of ‘Millionaires’ shortbread’.
Expert Developer and former Barista
[post_title] => Which coffee brand are you?
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A global desire for a daily coffee fix has seen fresh coffee franchise opportunities popping up on every street corner. Coffee is the second most traded commodity on earth, after oil. Grown on trees in the ‘bean belt’, between the tropics of Capricorn and Cancer The English are well known for their love of a good cup of tea, but habits are changing and levels of coffee consumption, largely driven[...]