CASE STUDY: Repositioning the brand image of The Brooke

Provided by Guardian Newspapers Limited
The Brooke re-position as a charity that helps people & their animals, spanning 3 areas of the Guardian News & Media portfolio.
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What was the Challenge / Background of the Campaign?

The Brooke is the UK's leading overseas equine welfare charity with the aim to improve the lives of working horses, donkeys and mules, which form the backbone of the economy in many developing countries. In 2008 The Brooke repositioned itself as a charity which helps people and animals together. The Brooke wanted to communicate the message that by helping Donkeys, it enables some of the world's poorest families to make money to live, and through this message attract new donors to the charity.

What was the Campaign Objective?

To reposition The Brooke as a charity which helps people and animals together.

What was the Solution?

The idea was built around engaging people in the work of the Brooke through interactivity and story telling. The campaign ran for 6 weeks, spanning three areas of the GNM portfolio including the following elements. Full page advertorial in Weekend Magazine (written by the Guardian Journalist to follow guidelines from The Brooke); co-branded micro site running off guardian.co.uk including an image gallery; over 2m interactive poll traffic drivers to gauge public opinion; guardianweekly.co.uk page takeover; free DVD giveaway and an article about The Brooke in The Guardian.

What were the Results?

Brand Aid Panel research, carried out to evaluate the performance of the campaign concluded that it had achieved it's objectives. Brand awareness of The Brooke went from 9% to 35% post-campaign, awareness of the desired brand perception went from 20%- 53%, brand favourability increased by 13%, likelihood to make a donation to The Brooke increased from 8% to 38% following the campaign and interest in finding out more about the charity almost doubled to 39%.

What were the Key Learnings of this Campaign?

The idea was built around engaging people in the work of the Brooke through interactivity and story telling. The campaign helped the Brooke reposition, favourably change audience perceptions and recruit new donors. Through enabling The Brook to utilise a wide range of our editorial platforms we are able to provide truly impressive results!
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details13,000 unique visitors to the micro site over 6 weeks
25 - 34
35 - 44
Both
AB
ABC1
NATIONAL PRESS
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERS
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