WaterAid: Super Consumer Steve

MC&C

THE TEAM

Helen Guard - Senior Planner/Buyer
Bodhi Morrison - Head of Digital
Alex Prout - Senior Planner/Buyer
Mike Colling - Managing Director
Angharad McKenzie - Head of Supporter Development
Amy Faulkner - Supporter Recruitment Team Manager
Chloe Amstein - Direct Marketing Manager

OTHER CONTRIBUTORS

Watson Phillips Norman - DRTV creative
Whitewater - Insert creative
Burnett - Door drop creative
Minimart - Online display creative

WHAT IS WONDERFUL ABOUT THIS WORK?

We used mass media, which delivers high volume but lower-value donors, to increase finite volumes of higher-value donors from niche media. We scored three times the volume of younger and more upmarket donors, with a 62% higher year one ROI, and higher net five year income.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?