Case Study: Aviva raises £3.3m for local causes with Krow

Aviva raises £3.3m for local causes with Krow

The customer, Aviva, faced the challenge of encouraging public donations to support non-profits during the cost-of-living crisis. They wanted their £2 million fund to make the greatest possible impact through match funding. The vendor, Krow, was tasked with launching a campaign to drive applications from causes and donations from the public.

Krow's solution was an integrated marketing campaign that highlighted local causes from across the UK to make the appeal more relevant. Using a mix of owned, earned, and paid channels with a creative focus on community, they sensitively drove engagement and donations. The campaign executed by Krow was highly successful, raising £3.3 million for 276 projects and achieving a 51% employee engagement rate for Aviva.

Aviva