In 2017 we built on the success of 2016 (where all financial and engagement targets were met) and challenged ourselves to reach a wider audience. Still targeting our traditional “empty nesters” but now also reaching out to a slightly younger demographic that are embracing cooking.

We therefore set about developing on our 2016 creative assets to include a younger model set, and refreshing our fishy hints and tips to include more niche recipes and hosting ideas that would appeal wider. The website was re-developed to allow for a smoother online experience and sign up, and the email nurture journey was brought to life with more unique and tailored video content, as well as more in-depth partner involvement and offers.

Social media was leveraged to find our younger audience set and profiled against a propensity to host dinners and embrace cooking content.

We also used engagement from the summer campaign of ‘Saving Lives at Sea’ to create a profile set of those who have just begun their journey with the RNLI and may be looking at how they can get involved and support. 

And finally we also defined new audience streams as we progressed through the campaign, by creating lookie-likie audiences – leveraging pixel tracking on conversion to online sign up.

All creative content was also optimised during the campaign; testing different proposition-led messaging (Charity Vs. Hosting) with different audiences (Age but old cold and warm to the RNLI).

Fish Supper 2017 is due to be held nationwide on the weekend of 15-17th October and results will be shared soon – currently we believe we are on track to see an uplift in engagement from 2016, and to achieve our fundraising total.