Breakout D: A brand platform for delivering campaigns - Age UK. Brand development conference, 2 July 2015.

Love later lifeThe strategy and rationale for our new approachTITLE TBCLove later life

A brand platform

delivering for campaigns

Beverley Sullivan

Senior Brand Identity Manager

Age UK

We want a world where everyone in later life

• has enough money

• can enjoy life and feel well

• can receive high quality health and care

• can feel comfortable, safe and secure at

home

• can participate in their local community

Improving

LOVE

Challenges

• Age UK is seen as an organisation for the minority

in need, rather than the majority growing older

• Age UK is seen as a brand ‘for others’ instead of

‘for me’

• There isn't just an apathy towards ageing, but an

actively negative attitude.

• Age UK has always communicated in a rational

way - a solution to a problem - rather than taking a

more emotionally engaging point of view on later

life

“I wouldn’t go

to Age UK –

that’s for old

people”

80 year old

woman

Diverse audience – attitude segmentation

Love later life

Together, we can create

a world where everyone

can love later life

Love later life

THE AUDIENCE

Brand awareness

TV campaign

Good response to brand TV ad

• 40% of adults aged 40+ recalled seeing the TV ad

• 36% correctly attributed the ad to Age UK - higher

than all previous campaigns

• TV ad seen as thought-provoking (33%) & positive

(22%)

• Age UK seen as caring (42%) and supportive

(33%)

positive (28%) compassionate (21%)

Base: all who recalled TV ad (n=385)

THE AUDIENCE

No one should have no one Our brand response campaign

What were we trying to achieve

• To continue to build awareness and engagement

from the brand TV ad and Love later life platform

• To increase the perception that Age UK is a

uniquely worthwhile cause

• To increase propensity to donate to or support Age

UK

• To focus on the issue of older people facing later

life alone

Challenge – tough fundraising environment

‘Medical research’, ‘Children’ and ‘ Animals’ attract the

highest proportions of donors in 2012

Mintel Oxygen 2013

http://www.fundraising.co.uk/ 2013

Future Foundation, 2012

All Adults

70% @ 13

ABC1 / Ads / 55+

49.% @ 9

Digital advertising

• Advertising on sites like C4, Sky, Delia, reaching 4

million people

• Delivered 80k website visits

• High dwell time of 43 secs compared to av. 8.2

• February 980k visits to website (vs 721k 2014)

Animated full page take overs Animated full page “Skins” Hard hitting standard banners

Base: 1,000 adults aged 16+ in Britain per wave. Source: Charity Awareness Monitor, April 2015, nfpSynergy

We’ve reached our highest total awareness levels since

launch

65%

70%

79% 79% 80%83% 82% 83%

85% 85%86%

88%

May'11 Sep'11 Jan'12 Sep'12 Jan'13 Sep'13 Jan'14 Apr'14 Jul'14 Oct'14 Jan'15 Apr'15

Jan’14: After

continued

increase to

Sept’13,

online survey

shows slight

drop in

awareness to

82%

July-Dec’14:

Increase in

awareness

re-established

and maintained

post-Love later

life

Jan-Apr’15:

Further increase

in awareness

alongside and

after Jan/Feb

Brand &

Fundraising

activity

Post campaign research

• Higher consideration to support among those

seeing TV ad

• Rise in ‘compassionate’ for the first time (words

used to describe Age UK)

• Uplift in people’s belief of Age UK’s impact on

its cause and also as a ‘cause you believe in’

• Likely response (donate £1 tomorrow) has seen

a significant increase in the current campaign

period

#notbymyselfie(because we all want a #nomakeupselfie don’t we?)

Celebrity Posts

The Big Chinwag

It’s the

mother of

all natters

Then one day…

We’re just beginning

Our journey so far

We’ve got a broader range of emotions to engage audiences with

Brand tracking at 88% - highest since launch

Highest web traffic and widest social reach to date

Bigger and better corporate partnerships

Staff really getting behind the cause

Brand, fundraising and digital working together works best

Found something to build on for the next three years

Questions

Visit the CharityComms website to

view slides from past events, see what

events we have coming up and to

check out what else we do:

www.charitycomms.org.uk

Conference

2 July 2015

London

Brand development:

building a brand that

deliversSponsored by

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Password: kmrhja12

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