To celebrate seven years of partnership, Macmillan Cancer Support and retailer Poundland embarked on a campaign between Monday 24th and Sunday 30th August.
Entitled “Seven Years Seven Days Celebration Activity”, the campaign involved a social media take-over where the charity became the focus of Poundland’s Facebook and Twitter accounts.
Throughout the week Poundland posted a host of social media posts and hashtags relating to the charity; for example, #ThrowBackThursday on twitter, where colleagues and customers shared their fundraising memories over the last seven years. The campaign finished with Poundland staff dressing in green for the fundraising event “Go Green, Go Macmillan”.
The week long campaign also involved a YouTube video, “The Life of a £1 coin”, about a young girl named Penny who donates her one pound coin to Macmillan. The video, which was viewed 30,000 times on Facebook within the first three days, gives the message that “some pound coins need to be spent on something really special”, and pays tribute to the “thousands of Poundland colleagues and customers who’ve raised £1.3 million for people affected by cancer”.
Claire McMaster, head of corporate partnerships at Macmillan, said: “Now in the seventh year of successful partnership, we wanted a new way to engage with Poundland customers and colleagues to say thank you for their ongoing support.
“We know that Poundland’s customer base is becoming increasingly dive, so we wanted to test out a campaign driven through social and online media to see how people received the charity partnership on these platforms.”
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