‘Back to a Good Place’ demonstrates how Shelter’s work transforms lives helping to get ‘the only thing they want this Christmas – a home.’
Our brief from Shelter was to develop a video strategy to support their static digital campaign, driving donations for the charity’s Christmas fundraising push. We devised a carefully planned combination of video ads and brand content to encourage action through emotional and personal stories.
Three adverts were developed targeted at different audience segments through the experiences of Shelter clients, Sireena, Rhys and Limarra. The videos all share an emotional story arc, where memories of a happy childhood Christmas are interrupted by homelessness – which can be helped by Shelter and donations to the cause.
The video ads were activated via YouTube pre-rolls, programmatic ads and paid social media. The campaign has been hugely successful in driving donations for the charity. The ad featuring Rhys has already generated almost 1,500 donations
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