How we helped Mental Health Foundation turn old brand assets into new supporters

Starting from old stock

When Mental Health Foundation mentioned they had a stock of green ribbon pin badges featuring their old branding, we saw an opportunity for them to grow their base of supporters

While the green ribbon is no longer a part of MHF’s logo, it is still a powerful symbol of mental health awareness.

We believed these legacy items could be transformed into valuable donor relationships through a carefully planned value exchange campaign.

Planning a value exchange campaign

We worked with the team at Mental Health Foundation to develop a targeted Meta Ads lead gen to telemarketing campaign.

The idea was to create ads on Facebook and Instagram that offer the green ribbon pins to potential supporters, taking their contact details to arrange delivery. The charity would then get in touch via phone to arrange sending them the pin badge, and ask if they were able to support the charity further.

We planned ad sets that tested both old and new brand visuals against warm and cold audiences, all pointing to the opportunity to get a pin badge in the old branding.

We then optimised the creative based on audience response to get the lowest cost per lead (and the most results for their budget).

The campaign ran for just under a month.

A 16p cost per lead

The campaign exceeded all expectations: 3,400 leads at £0.16 cost per lead, with a £55 average annual gift.

“The campaign proved to Mental Health Foundation that value exchange can provide a really strong return on investment,” explains Chris, our Paid Social Marketing Executive. “We were able to get a good number of new regular gifts while reaching a wide audience with their new brand – all while helping them make the most of their old brand assets.”

Briefing in new campaigns

The campaign was so successful that Mental Health Foundation immediately commissioned a second phase.

What started as a new use for unused stock has evolved into a proven model for supporter acquisition. They’re now exploring new opportunities, including future shopping campaigns with their new branded pins.

“We were so happy with Platypus’s work on this campaign, it was great to put the old pin badges to good use! We were delighted to use their digital campaign insights to raise money. Thanks to Chris and the team for their support throughout.” – Izzy, MHF

Chris Cottell

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Chris Cottell

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