SMA had recently repositioned their brand and needed communications to reflect this. Futureproof was asked to work across digital and direct mail, updating touch points accordingly. The overall goal was to place SMA as the go-to brand for support, advice, and ultimately their infant formulas.
Futureproof completed a proprietary strategy process to translate the new brand positioning into a thorough strategy that could be applied across all media. For the direct mail, we designed a traditional welcome pack, and an innovative bottle-shaped piece to promote SMA’s NPD.
We conducted a thorough review of the website and proposed improvements to the look and feel, and content structure. As part of this process, we held a photoshoot with parents and babies, and ran user testing, to create an optimal and logical user journey with imagery that reflected SMA’s new positioning and better engaged with mothers.
Over 400k DMs sent out.
Digital aspect of project on hold pending Nestle buy-out of Pfizer.
Development of Prostate Cancer UK's first regular giving product
Prostate Cancer UK, having just undergone a rebrand and incorporated another charity (Prostate Action), was in a stronger position to fight against prostate cancer and prostate diseases. With this in mind, Futureproof was asked to develop a new initiative that would reinforce their new branding, raise awareness, and drive donations that would help achieve their goal of ‘radically transforming the future for men with prostate cancer and prostate disease.’
Futureproof developed ‘Save the man’, a compelling initiative that garners support through its targeted imagery and copy. We tailored the campaign to fit different audiences, including a younger audience that had never previously been targeted.
‘Save the man’ was launched across various media, including a DM pack, magazine insert and email, which was also another first for the charity. We added another variable – the type of ask – and used tracking mechanics to identify where the communications had the greatest impact.
Prostate Cancer UK seeks to ‘save the man’ with regular donations, Matthew Chapman, Marketing Magazine
Saving and protecting children in the world's most dangerous places
World Vision asked Futureproof to develop an inspiring and engaging new charitable product, focussing on fragile contexts and undesignated funds to help save children around the world.
We developed Raw Hope, a £10 monthly pledge to protect children living in the world’s most dangerous places from physical harm and exploitation. Acknowledging the need for the target market to gain a greater insight into the dangers facing these children, Futureproof created a product that combined the raw reality of their situation with the hope World Vision brings.
The campaign succeeded in providing an inspirational and engaging, new charitable product. It was launched through face-to-face fundraisers and telemarketing, aided by various sales tools, posters and a promotional video.
In order to combat the high attrition rates prevalent within the charity sector, we created a monthly eRM that featured a three minute video, providing insight into where and how the donor’s money is being used. The email focusses on one country each month, revealing the challenges it faces, and shares the stories of courageous children who have had their lives transformed thanks to World Vision.