MyMarathon | Virtual Fundraising & Mass Participation Campaign
Background
British Heart Foundation (BHF) asked us to develop the creative campaign and digital experience for MyMarathon, a brand-new virtual fundraising event designed to get more people active while raising money for heart and circulatory disease research.
The proposition was simple: complete a marathon during May, wherever and whenever you wanted, and get sponsored to raise money for BHF. It was an accessible alternative to traditional running events, designed to make taking on a marathon feel possible for people who wouldn't necessarily see themselves as runners.
The Challenge
For its first year, BHF wanted to target women aged 25 to 45, particularly novice runners and people who might not typically take part in organised running events.
The campaign needed to feel inclusive, positive and motivational, encouraging people of all shapes, sizes and abilities to set their own personal challenge rather than compete against anyone else.
The creative ambition was to capture the spirit of the growing This Girl Can movement while creating a distinctive fundraising proposition that belonged to BHF.
The Creative Strategy
We positioned MyMarathon as a personal achievement rather than a race.
The creative encouraged people to take on the challenge in their own way, breaking down the idea of a marathon into something more accessible and achievable. The focus was on participation, progress and the satisfaction of completing a challenge for a cause that matters.
Alongside the campaign identity and acquisition creative, we developed a complete digital fundraising journey designed to take supporters from initial awareness through to registration, fundraising and recognition.
The campaign included digital acquisition advertising, Facebook advertising, online films, radio, downloadable fundraising resources and participant materials including sponsorship forms, mile trackers, certificates and posters.
At the centre of the experience was a comprehensive MyMarathon microsite, where participants could register, access fundraising resources, find inspiration and share their progress. Integration with the Everyday Hero API helped create a streamlined registration and fundraising journey, reducing friction between signing up and getting started.
We also produced online films for different stages of the supporter journey, from acquisition through to reward and recognition, helping maintain motivation throughout the challenge.
Following the success of the May campaign, MyMarathon returned in September 2016, with a new wave of creative designed to capitalise on the increased interest in running and the excitement surrounding the Rio Olympics.
Impact
MyMarathon established a new virtual fundraising product for British Heart Foundation, combining accessible mass participation with digital fundraising and a strong personal challenge proposition.
The campaign demonstrated how a virtual event could bring new audiences into charity fundraising while giving participants the flexibility to take part on their own terms.
The successful May launch led to a second campaign in September, extending the life of the fundraising product and creating further opportunities for BHF to acquire and engage new supporters.
Services Delivered:
Virtual Fundraising Product Development
Mass Participation Fundraising
Fundraising Campaign Strategy
Audience Insight
Campaign Proposition Development
Creative Direction
Campaign Identity
Digital Acquisition
Microsite Development
Supporter Journey Design
Video & Film Production
Radio Advertising
Social Media Campaign
Fundraising Communications