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CASE STUDY: SMP create a meaningful campaign for Andrex

Provided by smp
SMP worked with Andrex to launch a new positioning with charity tie-in and boy band McFly.

What was the Challenge / Background of the Campaign?

SMP were briefed to develop an emotionally engaging cause related consumer promotion to support the brands association with Teenage Cancer Trust.

What was the Campaign Objective?

Raise £100k for Teenage Cancer Trust.

What was the Solution?

In order to engage consumers we created a very special limited edition Winter Puppy, with a Teenage Cancer Trust scarf & woolly hat. The Winter Puppy cost £6 with all profits (£1.63) going straight to the charity. McFly were chosen as campaign ambassadors as keen supporters of the Teenage Cancer Trust They appeared on-pack, online and as part of a 10" TV spot. Online consumers could explore McFly's recording studio Igloo.

What were the Results?

Over £140,000 raised for Teenage Cancer Trust.

BudgetReach & FrequencyTarget AudienceMedia Used
£251k to £500kHouseholds with Children
Female
Main Shopper
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDIRECT RESPONSESALES PROMOTION
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