Mugg & Bean - Cupcakes of Hope Campaign

Challenge

This campaign ran for the past 8 years, but, in 2020, we were forced to do things a little differently. Usually, Mugg & Bean pledged R5 for each Famous Giant Muffin sold in their restaurants to the charity, however, during the time of COVID, we needed to make sure people could still contribute even if they were social distancing. Therefore, our campaign had to be fully digitally-focused.

Solution

We decided to not only focus on the kids affected by cancer, but the family as a whole. With this family-focused thinking in mind, we came up with the campaign line Do It For More. The ‘more’ part was personalised to each of the families we featured, and we kept them relatable to the things that kids love and the things we all loved as kids – whether it was baking messes, DIY mistakes, soccer-field victories, or neighbourhood adventures. We conducted interviews with these families where they spoke about their journey to diagnosis, treatment, how Cupcakes of Hope helped out, and what their hopes are for the future. These video interviews (and accompanying on-site photoshoots) became the basis for all our website content, blog posts, social posts, CRM emailers and YEXT implementation, creating a harmonious and cohesive campaign at all the different touch points. Using these first-hand spoken accounts also added a sense of authenticity to the campaign.

Results

Through a combination of various digital advertising tools, including social media marketing, CRM, SEO marketing, and online advertising, we managed to

829 689 Impressions
11 844 Engagement
797 781 Reach