Last year Send a Cow wanted to do something super special for #GivingTuesday.
And boy did they do it! They took one of the UK’s biggest adverts and made it their own!
The team created a special #GivingTuesday video which capitalised on the national awareness of the John Lewis Christmas television advert (Man on the Moon), but they made it with a twist…they affectionately recreated the advert to promote Send a Cow to new audiences and existing supporters and called it Cow on the Moon.
The Send a Cow team contacted their partners and celebrity supporters, asking them to share the video on social media. The campaign was a great success, with the video achieving a potential reach of 665,000.
Celebrity supporters including Joanna Lumley, Michaela Strachan and Toby Buckland all supported the video, and the campaign received backing from several new celebrity supporters including Kate Humble, chef Tom Kerridge, Jimmy Doherty, and actress Carly Stenson. There was also support from singer Aurora whose cover version of ‘Half the World Away’ features as the backing track on the John Lewis advert.
The Send a Cow team thought that the hook of #GivingTuesday gave people a real reason to share their messaging and drive donations. At a time of year when most corporate and charity messaging is ‘ask, ask, ask’ the day offers a great opportunity to create something fun and engaging and use a softer approach.
“The focus of #GivingTuesday, following the commercial weekend of ‘buy, buy, buy’, resonated really well with our audiences. Having one day to think about charitable giving made it easy for us to reach out to partners and celebrities, old and new. It was a great success that we hope to repeat next year!”