A viral campaign that also raises money

As part of its annual Valentine’s appeal, the BHF asked us to create a viral campaign to drive traffic to their main fundraising site. We realized that most similar campaigns are great at driving traffic but get really low conversion – because a great video, or whatever, delivers you to a boring donations page. Instead, we hit on a solution that integrated fund raising at the heart of the viral activity.

Givealovenote.com lets people make their own love notes, select a sexy voice to read them and send them to a loved one’s phone. The recipient gets an email or SMS telling them they’ve got a lovenote, and asks if they’d like to make the 64p donation that will allow them to access it via a premium rate number.

Givealovenote.com achieved a 74% conversion rate for the four weeks around Valentine’s Day (the industry average for premium rate conversion is less than 1%.) At the same time we got more than 200,000 sign-ups, increased brand awareness and a very respectable ROI for the British Heart Foundation.