Crowdfunding social media and PR case client study

£0

raised.

over-funded.

increase in social media engagement.

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What happened?

Let’s be honest: it’s not every day that those of us working in PR and marketing truly feel like we’re making a big difference in the world. But for OggaDoon, our work with the Women’s Resource Centre (WRC) felt just like that. We started working with WRC as they launched their #PayBacktheTamponTax campaign, which called for the government to use the taxes raised by VAT on period products to support women’s charities and organisations.

Crowdfunding social media and PR achievements

It started as a petition, which gained over 2,000 signatures before relaunching as a Crowdfund campaign raising £14,777 compared to its initial goal of £9,000 – that’s a 64.2% over-fund. On top of that, we also saw: a 2,021% increase in social media engagement. A 102% increase in Twitter impressions. A 529% increase in Facebook reach. 12 press features.

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Challenges

The Crowdfund aimed to create a toolkit to support charities and organisations in requesting funds from the tampon tax to be ring-fenced for the women’s sector. This was promised by George Osborne in 2015 but never materialised. However, things took an unexpected turn. Covid-19 saw the women’s sector struggling for funds – even more than before. WRC redistributed £7,500 of its #PayBacktheTamponTax funds to help local charities that were providing front-line support for some of the UK’s most vulnerable women – a push that ultimately led to generous donations and an over-funding campaign.

Strategy

To kick off our crowdfunding social media and PR campaign for WRC, we sold the story to press contacts in the women’s sector and national titles. Focusing on the news hook around the Tampon Tax, we created SEO-focused website content, regular and strategic social posting, and lobbied supporters to share and spread the word and campaign to their MPs.

Guerilla Tactics Used:

SEO

Social media

Campaigning