Power of Facebook: Send a snowflake

Power of Facebook: Send a snowflake

MAXX had the privilege of working with the charity Breast Cancer NOW (formerly Breakthrough Breast Cancer). It was looking to run a campaign over the Christmas period that would not only raise awareness of the charity and increase its online following, but also add to research and raise donations.

MAXX got on the job straight away to think of an original and compelling concept that would meet the brief. We came up with an idea that encouraged people to send a snowflake for the festive season in memory of a loved one. The ‘Send a Snowflake’ campaign, which was built in conjunction with the charity’s in-house team, allowed users to send heartfelt messages on Facebook via the microsite so that others could read them.

MAXX designed a cheery snow-capped background that could be changed to morning, afternoon or evening to get people in a festive mood and set the scene for the personalised pink snowflakes - reflecting the charity's branding. 

The campaign was so simple, and yet so beautiful that it captured the public’s eye and went viral. With a huge number of people turning the snowflakes pink, messages were sent all over the UK, the United States, Australia, Thailand and France – and many other countries!

Within a week of the app going live, the objectives for the campaign had been met and surpassed. Overall, the campaign achieved over 120% of the initial number of users with the page receiving over 2,000 likes in just one month, and the small charity exceeded its fundraising targets by 400%. And due to its success, Macmillan Cancer Support later adopted the campaign idea for its own promotional purposes.

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MAXX in the charity sector

A multi-award-winning specialist communications agency that works within the charity sector as well as education and business, MAXX was named in Wirehive’s top 50 UK digital agencies. Focusing on creative communications spanning digital, marketing and design, MAXX has over 20 years’ experience helping its charity clients to grow and boost the return on their fundraising, legacy and events. Its charity clients include Hft, Sane, Time to Talk, The Rosemary Appeal, Purley Park Trust and Starting Point.