After 3 years in the UK market, Fairtrade Gold launches a new marketing strategy to reinvigorate interest in the wedding market. The I Do Campaign aims to reinforce the importance of buying Fairtrade Gold with an opportunity to win gold wedding bands worth £1,000 by submitting your own ‘love story’.
With a high level of digital activation incorporated into the launch, there was a requirement for an online hub directing the audience towards wedding focussed content outside of the main Fairtrade website. This would be the landing point for all digital activity where users could submit and share their stories and also discover more about the importance of Fairtrade Gold.
We created a simple and easy to use microsite, taking cues from the ‘I Do’ campaign printed material. The result was a website which appeals to those looking for general wedding styling inspiration, to those looking to buy rings whilst also encouraging visitors to think about the wider impact of buying Fairtrade Gold. We incorporated a directory of Fairtrade Gold suppliers from across the UK, included information about different kinds of ring, settings and colours to make this more informative.
At the heart of the campaign was the opportunity to submit your own story through the website to win a pair of Fairtrade Gold wedding bands. The submitted stories were moderated and published onto the website by the staff at Fairtrade. Visitors to the site were able to share the stories via Facebook and Twitter. The stories with the most shares would be in with a higher chance to win.
"The website was a great success with over 17,000 visitors over the launch month - much higher than anticipated."
- Kat Southgate, Fairtrade UK Marketing