The brief

With a modest budget and no audience data from previous paid activity, Comic Relief tasked us with executing their first test and learn campaign to boost national reach and encourage community fundraising, while driving cost efficient donations and positive awareness for Red Nose Day 2019.

What we did

Alongside high impact OOH across 100+ key train terminals, city centres, bus stops and shopping centres to boost national reach, we partnered with Metro to promote Red Nose Day during the lead up and the week of the event. This included two editorial pieces with celebrities and Comic Relief champions Tess & Claudia and Sam Allardyce.

What we did

On Red Nose Day we took over the Metro with multiple display ads, a bespoke Metro logo and extended masthead to promote Comic Relief and Red Nose Day. Comic Relief partners also helped to maximise support by changing their creative.

What we did

We maximised reach of the brand film airing on commercial TV the week leading up to Red Nose Day by adopting a brand response approach, buying a mix of daytime and peak time spots across ITV, Channel 4 and Sky.

What we did

Digital was broadly split into “Come Together” (the campaign slogan) and brand activity (funny content promoting Comic Relief and Red Nose Day). This messaging was promoted through Facebook and Instagram, YouTube and programmatic display.


We increased spontaneous awareness of Red Nose Day by 15%+ YoY and delivered 81m impressions & 500,000 site visits. We reduced viewing decline of the TV program by 50% YoY and drove 2m views via digital channels. We also generated £800k of free media in less three months.

For Community fundraising, social delivered a cost per pack request of £14 (vs. £32.90 target) and programmatic delivered a cost per pack request of £22 (vs. £239 target).

  • 15%

    increase in spontaneous awareness

  • 2m


  • 50%

    Reduction in viewing decline

Our work

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