#GiftABundle impact report 2018 W W W. H U B B U B . O R G . U K 1
2
#GiftABundle summary of impact 183 million items of outgrown baby clothing are estimated to be stashed in UK homes. #GiftABundle campaign Mother’s Day as a hook to inspire parents to pass on their baby’s good quality, outgrown clothing as gifts to other families who can benefit from them. Building on the success of the 2017 #GiftABundle pilot between Hubbub and mothercare, we set out to expand #GiftABundle to 42 Mothercare stores and Head Office. 5,861,541 impressions via social media 1,685,913 people reached via social media 28,000 visits to the Hubbub webpage 5,449 people actively engaged on social media (posted, commented) 51 items of coverage: 12 broadcast I 13 print I 9 online I 6 trade 9 million opportunities to hear about the campaign via media circulation Full media report: https://releasd.com/3a5d 6055 bundles of clothing gifted by customers Approximately 52,000 items of baby clothing redistributed via 43 local groups Approximately 60% of customer comments were recommending the campaign to a friend. This is based on 135 customer comments across Mothercare Facebook posts. 62 people wrote to us wanting to run their own #GiftABundle campaign. 3
what mothercare staff say about the campaign “it was nice to “The customers reaction to my chosen charity was amazing”
interact with the customers when they bought the bundles in” mothercare staff
mothertcare staff
“My highlights were being able to do something so good for the local community, new relationships with local charities”. mothercare staff
“Our chosen charity were overwhelmed by the generosity and delighted that we had contacted them received a lovely thank you letter” mothercare staff
4
“Over 2600 items of clothing. Amazing for the Charity Changing Pathways which is a local Womans Refuge. It meant so much to me and my team being part of such a great cause. It was a real team effort. Would gladly do it all again. #GiftABundle #mothercarebasildon #changingpathways #hubbub� mothercare staff
5
what customers say about the campaign “The clothing you were able to provide us with last year helped many mothers take care of their young ones. We appreciate the work you do.’ Student support “Great idea @mothercareuk to help other families get use out of used clothes. Let’s hope next year more stores take part.”mothercare customer “Great things happen when communities support each other. #GiftABundle is a great campaign by @mothercareuk, this is how you can get involved.” mothercare customer 6
media highlights 51 items of coverage generating 8 million opportunities to hear about the campaign.
12 broadcast
Print coverage in Sunday Mirror and Reveal as well as parenting and regional media. Radio day with Cherry Healey generated coverage across 12 regional radio stations Online coverage predominantly in parenting media with good campaign messaging and great pick up on social media Full media report: https://releasd. com/3a5d
7
13 print
9 online
6 trade
For the 2018 campaign, we trialled making a short advert for social media. The purpose of this advert was to bring to life the social side of the campaign, serve as a reminder for people to dig out their grown children’s outgrown baby clothing and demonstrate that the passing on of baby clothing is something that they can do at any time, or as part of the Gift A Bundle campaign.
76,886 impressions 34,433 views interaction rate 43%
8
Hubbub posts 24 posts reach: 39,282 actions: 913 Cherry video views: 2,753 campaign video reach: 13,665 views: 10,900 insight from sample mothercare post 10% customers had taken part 60% customers tagged/referred a friend 12% customers asked for further details 10% customers requested more stores 8% left a general positive comment 100% comments were positve (based on analysis of 135 comments)
9
“This is such a wonderful campaign and a great way for your loved baby clothes to go to a new home. I really enjoy knowing that the little outfits that my girls once wore will be going to a new loving home and another beautiful baby.” Facebook, campaign supporter
“I’ve picked up loads of bags to gift James old clothes. What a good cause. If any of my friends want to do the same let me know and they can have some bags x” Facebook, campaign supporter
10
impressions: 764,203 total reach: 306,291 contributors: 65 posts: 85 comments: 126 likes: 1,413
11
impressions: 5,020,452 total reach: 1,288,289 contributers: 995 (doubled) posts: 1,412 (doubled)
12
13
#GiftABundle detailed guide to running a campaign
“I've come accords #giftabundle and would be interested in setting this up in my local area (Weston super mare) and surrounding villages. I would be happy to be a point of drop off and could take these to where ever they needed to go.” “I am interested in setting up a Gift a Bundle program in The Cayman Islands. We are a British Overseas Territory in the Caribbean.”
share outgrown baby clothing and help support local families
#GiftABundle how to guide 1
62 people wrote to us wanting to run their own campaign. Locations range from Glasgow, Telford and Sheffield to Australia and the Cayman Islands.
“We’d be interested in running this through our nurseries. Please let me know what we need to do.” 14
thank you heather@hubbub.org.uk I stine@hubbub.org.uk
W W W. H U B B U B . O R G . U K 15