Events & Experiences
With the cost-of-living crisis in mind, and a heightened importance on helping those in need this year, we wanted to implement a pre-loved toy donation drive that would bring together all those pre-loved toys that are no longer used to give them an opportunity of a new home. Key to this was that it also required no spend and the focus for the consumer is upcycling something they once loved, to someone else who could love it again.
We created a campaign ‘The Forgotten Toys’, with a tag line ‘Turn your past into someone else’s present’. The idea was that people would be enticed to bring their pre-loved toys that they no longer use to the centre on a visit to the Christmas grotto, and donate them to our elves, in turn receiving a ‘kindness certificate’ for the thoughtfulness they have shown. The toys would be put on display in the centre and collected by our chosen charity partner for this initiative, Sebastian’s Action Trust, to be then given the opportunity of a new home in time for this Christmas.
2,871 toys were donated – well above our target of 150 toys.
Toy donations were estimated to be worth £7,000, far outreaching our annual target of £500 for Sebastian’s Action Trust.
An average of 975 engagements and average reach of 7,294 per post was achieved across social media, versus our target of 200 engagements and 3K reach per social post.
We generated 10 pieces of significant positive PR coverage, versus our target of 5 pieces, including coverage and a feature in Retail Destination.
The campaign achieved such astonishing results that we were awarded a Silver MAXI Award in Las Vegas in May 2023 and were the winners of Sceptre Awards ‘Christmas Campaign of the Year’ in October 2023.