Pandemic panic. Lockdown restrictions. Reduced medical services.
This past holiday season was very different from the norm – and for all the wrong reasons.
Two particular charitable organizations that were hit hard by the challenges of 2020 were the UK-based Human Milk Foundation (HMF) and the US-based Human Milk Banking Association of North America (HMBANA). In providing safe, screened, donated human milk to babies in need – especially premature or fragile infants who are at risk of life-threatening illness – their work truly saves lives, one drop at a time.
And Elvie wanted to help.
Our objectives for this campaign were twofold:
Knowledge of human milk banks is low (less than 10% of the population), and most of Elvie's community have not used them, so we needed to make this cause relatable – and meaningful – to a wider audience.
The strategic insight that we knew would resonate globally was just how tough 2020 was. But it also taught us all that it's the little things we can do to support one another that matter most and have the ability to give us a boost.
With the 'Supporting Human Milk Banks' campaign, we encouraged our community to do a ‘little thing’ with a huge impact by making a monetary donation to a Milk bank charity (in the US or UK) in December 2020. And to compel them to get involved, Elvie promised to match every pound and dollar donated to two charities - The Human Milk Foundation and HMBNA - throughout December.
Due to the COVID-19 restrictions, we knew that digital and social channels were crucial to our success, so this was a digital-first campaign amplified through earned media outreach.
Our integrated campaign
1. Raising awareness of human milk banks
112,350 views of the hero campaign video and 51,900 campaign page views.
79,754 visits to campaign microsites (2.9 - 1.6% CTR from paid, 1.2% CTR from email).
149 individual monetary donations from the public, showing an engaged and interested audience.
x 9 influencer posts including swipe-up links to donate; highlights include @Lynzyandco, which reached her half-million followers and drove a surge of donations, Dr. Brooke (59k) and The Modern Midwife (55.6k).
x 8 digital media pieces - we prioritized high-reaching digital media coverage with a backlink to the donation website, including 1 piece of media coverage in The Bump (media reach UVM 4,690,000) and The Echo – media reach UVM 2,300,000).
The campaign got an overwhelmingly positive reaction, with over 11,000 engagements on social posts and videos.
Both US + UK charities saw an uplift in milk donors signing up during the campaign period.
2. Measurable social impact through monetary donations
In total, the amounts donated by the community and Elvie's own brand donation were: £18,782 – HMF (UK) and $22,384 –HMBANA (US).
With this money, the human milk bank charities can feed up to 7,000 premature babies and recruit 350 new milk donors.
From our charity partners, the Human Milk Foundation: "On behalf of all the families whose babies have been fed and mothers supported as a result of this campaign, we are so grateful."