High-profile charity fundraising campaign encourages participants to shave off their hair in aid of cancer support.
Macmillan is one of the UK’s largest networks for people affected by cancer. In 2014 it planned to launch a new fundraising initiative, but was uncertain how much cut-through it would achieve in the saturated fundraising space. Fabrik worked with Macmillan to create the campaign identity which became known as Shave or Style, and we also developed the online fundraising tool which served to encourage participants to either shave or style their hair in order to increase awareness of the Charity and raise income. In the first year alone the campaign raised nearly £700,000, vastly exceeding expectations and outlay.
Macmillan realised there was demand for the concept, and data revealed there were many more shavers (than stylers) signing up than expected. Following the success of the 2014 fundraiser, Fabrik set out to develop an even stronger campaign and technical platform for 2015, and succeeded…
After initial discussions and detailed analysis of the 2014 results it was clear there was a high demand for mobile users. Over 60% of the audience accessed the site on a mobile device. Fabrik’s strategy for 2015 was to focus on mobile first and to keep the user journey as simple as possible. It’s a strategy that paid off as over 70% of users in 2015 used a mobile device.
We added more functionality to the product while streamlining the user experience. This included the ability to upload before and after photos, plus an enhanced set of social media fundraising tools were provided to enable shavers to promote their event. We also introduced a new e-comms strategy to help inform and inspire shavers along their journey.
With over 20,000 shavers signed up by the end of 2015, the site raised an incredible £4.5m including Gift Aid, over five times the initial target. Surveys so far show that donors and shavers found the site to be very clear and easy to use, adding to the overall success of a unique fundraising campaign.
What we did
The campaign concept
Responsive web design
Maintenance & support
The site looks great and the testing process has been very straightforward, and one of the best I’ve worked on. Thank you so much, please send a big thank you to the team, we do really appreciate all your hard work and commitment to Brave the Shave!
Fabrik Brands —
Fabrik adds industry to creativity. A hands-on place, where everyone works on the factory floor, we focus on quality and craftsmanship. Proud of our bias towards making things, rather than talking about things, we welcome visitors to our design facility. Get in touch to arrange a tour…
We’re unusual because we weigh strategy and creativity in equal measure. We explore, we ask, we listen and we audit. Remaining objective throughout, we unearth insights that lead to informed and inspired brand strategies.
— Focus Groups
— Brand Vision
To us branding is about more than just a logo. Fabrik builds the complete brand, combining shapes, colours, imagery and tone of voice to powerful effect. Covering all media and touchpoint between the brand and its stakeholders.
— Brand Marks
— Concept Design
— Tone of Voice
— Visual Identity
— Verbal Identity
Remember when digital media was called ‘New Media’? Those days are gone, but here at Fabrik we’re always looking for new ways to bring creativity to digital. From mobile to desktop, we create opportunities for two-way dialogue.
— Digital Strategy
— Responsive Design
— Site Development
— User Experience
— Social Integration
— Digital Campaigns
— Site Architecture
— Content Creation
— Content Marketing
Here at Fabrik we believe naming is too important to be relegated to bit-part status in the branding process. A name can make or break a brand. Good names get noticed, talked about and remembered. We can help you find that name.
— Naming Structure
— Company Names
— Name Generation
— Product Names
— Domain Checking
— Campaign Names
If you would like to know when Fabrik has something meaningful to say, let us have your email address. We promise not to sell it, or send you junk!
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