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It came to us with a challenge – to reinvigorate its online Between Lives documentary series aimed at engaging regular giving donors. Now entering its third series, the plan was to take Between Lives in a bold new direction – focusing on a ‘talent show’… Casa Talentos… for young refugee people from Venezuela. Our task? To create the digital ecosystem which would bring it all to life. Detailed landing pages to host each video and emails to drive people there, but also engagement points to deepen the narrative and bring the young people’s art to the fore. In short, to use our expertise to optimise the donor’s experience… encouraging them to discover more about the issues and their support in action… with the ultimate objective of retaining them as donors.

A suite of emails that would drive people to the landing pages through multiple sign-posting.

This campaign was very different to anything that had gone before in the series. So we kicked off with a teaser email to prime the regular supporters for what was to come – unpacking the idea of Casa Talentos. This was followed by a further 8 emails.

The principle call-to-action for each was ‘watch the video of our latest episode for the current contestant but the emails contained multiple extra sign-posts/click-throughs to the further content… all driving donors to the landing page. An engaging mix of the serious and the more light-hearted designed to build the excitement and culminating with a results email and finally a ‘that’s a wrap’ message and encouragement to catch-up on the other two series of Between Lives.