Hollywood actor Sean Bean helps Fairy and Make-A-Wish Foundation celebrate 10th anniversary
Howard Lake | 9 November 2013 | Blogs
P&G brand Fairy Liquid has launched the 10th anniversary of its annual charity partnership with Make-A-Wish Foundation® with the help of Hollywood actor Sean Bean. Over the last ten years the partnership has raised over £1m to help grant magical wishes for children with life-threatening illnesses.
The campaign kicked off on Fairy’s Facebook page with a teaser campaign leaving fans to guess who the star featured in the ad was; fans then had the chance to preview the TVC before it hit the screens. The ad kicked off for the first time on November 4, 2013, during the Coronation Street advertising break. It is also being supported by cinema advertising, in-store, specially branded Fairy packs and a PR and social media campaign.
In addition to Facebook, content will also be hosted on Fairy’s brand landing page on the P&G website Supersavvyme.com. Furthermore, for the first time, the ad will include the option for viewers to donate directly to the charity by texting WISH to 70007.
However, despite the prompting of a donation via the TV ad there’s no mention of the texting WISH choice on-pack. Furthermore, the ‘special’ Fairy Liquid bottles don’t generate a ‘donation’ when bought and are simply co-branded with a little star denoting the partnership’s 10th anniversary. There’s no link to the charity’s website or any information about what it does. This represents an incredible omission, a missed opportunity to raise significantly more funds for Make-A-Wish. Furthermore, such low-key branding does little to differentiate Fairy from competitor brands, a key driver of CRM campaigns. A multifaceted campaign like this obviously wasn’t cheap to produce, but failing to maximise the fundraising possibilities somewhat takes the shine off this long-running cause-related initiative.
http://www.youtube.com/watch?v=wv4A2fhPhao
John Thompson, Changing Business
http://www.linkedin.com/pub/john-thompson/0/898/a5
@jtchangingbiz
Photo by: John Thompson
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.