Virgin Money Giving
Overview: Virgin Money Giving operated as a non-for-profit online fundraising platform, integral to Virgin Money's sponsorship of the London Marathon. The need arose to devise a campaign that would bolster brand and sponsorship awareness while driving an increase in visitors and sign-ups to the platform. The brief was to position Virgin Money Giving within the esteemed Virgin brand family, leveraging its association to foster a sense of community among its audience, while highlighting the stories of fundraisers and exclusive prizes available only to Virgin 'family' members.
Response: Drawing inspiration from the overarching Virgin Money brand, I crafted a concept pack designed to encapsulate the essence of the campaign and resonate with its target audience. Leveraging exclusive London Marathon photography and incorporating elements of Virgin Money's visual identity, I created print and web-ready artwork, ensuring consistency and coherence across all materials. From concept development to final execution, each step of the process was guided by a commitment to elevating Virgin Money Giving's profile and fostering meaningful connections with its audience. The campaign materials, including press ads, direct mailers and online banners, were designed to convey the platform's core values and offerings while aligning with the broader Virgin brand narrative.
Result: The campaign proved to be a resounding success, propelling Virgin Money Giving to become the largest not-for-profit online fundraising platform. Over its 12-year tenure it facilitated fundraising efforts for more than 20,000 charities and enabled over a million fundraisers to collectively raise over £1bn. The London Marathon earned recognition in the Guinness World Records as the single biggest fundraising event globally, underscoring the impact of Virgin Money Giving's strategic sponsorship and the effectiveness of the campaign in driving brand awareness and user engagement. Through its innovative approach and seamless execution, the campaign not only reinforced Virgin Money Giving's position within the Virgin brand family but also solidified its status as a leading platform for charitable fundraising.
Challenge: The primary task was to conceptualise and execute a campaign that not only solidified Virgin Money Giving's connection to the wider Virgin brand but also resonated with potential users, inspiring them to engage with the platform and contribute to its growth. Collaborating closely with a skilled copywriter, I developed a strategy centred around the concept of the Virgin family, aiming to imbue a sense of belonging and pride among users while emphasising the platform's unique offerings, personal fundraising stories and exclusive prizes. With a focus on leveraging the upcoming London Marathon, the campaign sought to maximise visibility and engagement through various channels, including print, web, direct mail, and online advertising.
