July 2024 StarVale launch campaign

The brief

StarVale is one of the UK’s leading fundraising lottery providers – supporting some of the UK’s largest charities including RSPCA and the British Heart Foundation to raise hundreds millions of pounds each year – and yet at the start of 2024, their brand awareness was virtually non-existent. New business was generated almost exclusively via word of mouth – which meant that their ability to tap into the growth opportunities was very limited.

The approach

It was time to officially launch the StarVale brand – 25 years after its inception! This was a momentous leap for a business that was very new to marketing, and gaining the General Manager’s trust and buy-in by aligning the campaign concept with the company’ core values was absolutely essential.

We settled on a “show-don’t-tell” approach, which would put StarVale’s partnership with RSPCA front-and-centre, and leverage RSPCA’s 200 year anniversary celebrations to get as many eyes on the StarVale brand as possible.

The multi-channel campaign spanned several months, and included a landing page, outbound calls, outbound emails, solus eDMs, advertising and editorial placements in Third Sector, LinkedIn ads, and more.

The results

New users on the StarVale website increased by 230% in the first month of the campaign. There was also an immediate, dramatic impact on leads and lead quality – both of which were ultimately in the hundreds of percent because of the very slow pace of lead generation prior to the campaign. The final revenue result is yet to be confirmed because of StarVale’s particularly lengthy sales cycle, which commonly exceeds nine months, but it is expected that at least one major deal will be closed as a result of the campaign, which will have significant impact on StarVale’s TTV.