The context. When a child loses a parent or sibling, life can become a lonely and sad place. That’s where Feel the Magic steps in. They help grieving kids and teenagers navigate the healing process.

Their 1-in-20 Challenge – where Aussies are encouraged to run or walk 120kms during October – helps them raise the majority of their funds for the year.

The goal. Create a social campaign to improve the volume of signups for the challenge. On a limited budget.

The solution. A campaign with 3 different creative angles. 

1. We created 16 social assets across 3 different angles and compared them against each other to see which performed best (which had the best watch-through rate, the most engagement, and most importantly, the best click-through rate). 
2. Once we determined what was working the best, we continued running the best performers, tweaked the runners up, and stopped running the least successful ads. 

Here are a few examples from the campaign: