Big Garden Birdwatch is one of the RSPB’s most important campaigns of the year. With over 500,000 people taking part annually, this well-known and much loved event is an amazing opportunity for the RSPB to reach out and engage with a new, broader audience. As well as providing vital data on the state of the UK’s garden birds, many new members join and donate during the campaign.
Cherry Tiger created a beautiful TV ad for the January 2015 Big Garden Birdwatch, bringing the event to life through the eyes of different participants. It gave compelling reasons to participate by showing the many wonderful wildlife moments available right on your doorstep. The RSPB’s decision to run with the ad in 2016, and 2017, is testament to its success. This year, we were challenged to update the ad to make it even more focussed on a post-family audience, and improve on its impressive past results.
We knew that our ad was still performing, so fundamental changes weren’t needed. However, we needed to carefully re-edit content and refresh the voiceover to focus more on our core audience. We also provided digital and social support for the campaign. This included a series of teaser gifs, which were used during December as part of the social media launch campaign; plus a suite of digital display ads to generate pack requests and encourage participation. As you can see below, our fine-tuning has helped to achieve yet another successful Big Garden Birdwatch campaign.
Increase in average value compared to 2015
“It’s been an amazing year for Big Garden Birdwatch and a pleasure to work with Cherry Tiger on the TV ad. We have such a broad audience taking part that it’s a challenging brief to bring to life. The revised ad they have worked on has a great look and feel that complements our recent brand creative, balances threat with the wonder of the natural world, and works well at showing the breadth of people taking part. An all around success!”
Jo Coker, Head of Supporter Marketing, RSPB (2017)