Hold Them Close: A Story Told by Families

with Ronald McDonald House Charities

RMHC approached eight&four with a supporter acquisition objective — they were looking for a creative partner to craft a message that would highlight the cause and mission of the charity and resonate with their core audience of mums.

Working as creative agency to RMHC’s media planning agency, we developed ‘Hold Them Close’, a creative concept based around the charity’s key offering of keeping families with sick children together. This was designed to communicate relevancy to a target audience of new mums.

To ensure the content was authentic and powerful, our concept saw us working and filming with families who have previous and first-hand experience of the charity. RMHC didn’t have to talk about RMHC, the families told their story and this was enough. Remarkably, filming took place over a succession of Skype interviews which meant we kept production costs low and achieved an intimate, honest feel.

We launched the campaign over Facebook, Instagram, Twitter and YouTube, supporting the launch with a website reskin and the creation of a dedicated landing page which anchored the campaign. We crafted emails, supplied RMHC’s internal team with a messaging toolkit and boosted reach through PPC.

Smashing our target by over 20%, we generated 2,458 new leads for RMHC, making ‘Hold Them Close’ their most effective lead gen campaign to date.



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