The MicroLoan Foundation DM DOUBLE UP by MullenLowe London


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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United Kingdom
Agency MullenLowe London
Executive Creative Director Richard Denney, Dave Henderson
Creative Director Andy Mcananey, Christian Sewell
Art Director Jeske Balmakers
Copywriter Phil Seigle
Designer Nick Smith, Pete Stedman
Released December 2011

Credits & Description

Category: Direct Response Digital: Email Marketing
Product/Service: CHARITY
Executive Creative Director: Dave Henderson (DLKW Lowe)
Executive Creative Director: Richard Denney (DLKW Lowe)
Creative Director: Christian Sewell (DLKW Lowe)
Creative Director: Andy Mcananey (DLKW Lowe)
Art Director: Jeske Balmakers (DLKW Lowe)
Copywriter: Phil Seigle (DLKW Lowe)
Project Manager: Angel Lewis (DLKW Lowe)
Designer: Nick Smith (DLKW Lowe)
Designer: Pete Stedman (DLKW Lowe)
Media placement: Email Marketing - Big Give Website - 5 December 2011

Describe the brief/objective of the direct campaign.
The Microloan Foundation is a microfinance charity that provides small loans, basic business training and ongoing mentoring support to poor women in sub-Saharan Africa.

They needed our help to make people aware that, between the 5th and 9th of December, any donation made would be doubled by The Big Give.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was simple. When you donated, you received a specially-designed email receipt from us, which, when printed off, doubled up as a limited edition Christmas decoration by one of the world’s best artists.

Explain why the creative execution was relevant to the product or service.
The artists that kindly created original work for us were Billie Jean, Sanna Annuka, Boris Hoppeck, Kam Tang and Alison Carmichael.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The fact that the artist changed daily ensured that donations were evenly spread throughout the week and enabled The MicroLoan Foundation to not only meet, but exceed, their daily targets.

The campaign raised a total of £50,396.53 and reached 191,432 individuals via email, social media and the charity’s website.