National Trust: Night time Safari

This case study demonstrates how the National Trust, the UK conservation organisation, increased engagement by using direct mail to target parents of children between 5 and 11¾.

National Trust: Night time Safari

LIDA

Campaign overview

Only one in 10 UK children regularly play outdoors. The National Trust wanted to get kids out of their bedrooms, away from their computers and into the countryside. This mailing was part of a bigger campaign, 50 Things to do before you're 11¾, that worked to reintroduce families to mild peril adventures. Using a 'magic' poster, Night Safari drove overnight response and exponential increases in app downloads, social mentions and online engagement that in turn led to more time spent playing outside.

Strategy

Getting the family up and out of the house...

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