“Thanks, Soldier!”

Digitally flying the flag for The Soldiers’ Charity!

ABF The Soldiers’ Charity were looking to raise their profile at Christmas time, with a specific goal of increasing their number of Facebook Likes.

We started from a simple yet powerful piece of insight - at Christmas, many people like to spare a thought for those soldiers who will be away from their families. So, we set about creating a way to help people do just that.

“Thanks, Soldier!” was born. An interactive Union Jack made entirely of people’s Facebook profile pictures. People simply pop to the website and in a couple of clicks they can get their face on the flag. The campaign an instant hit, proving as popular with celebrities as the general public, with the likes of Gary Lineker and Joanna Lumley getting behind the campaign. It even attracted the attention of the national press, with a full page feature in The Sunday Mirror.

To bring the campaign to a triumphant close, a huge version of the “Thanks, Soldier!” flag was projected onto the White Cliffs of Dover, showing all our soldiers serving abroad how much Britain appreciates their efforts.

The Outcome:
Increase in Facebook Likes from 9,000 to 25,000 in just 1 month!
Over 6,000 people added their Facebook profile picture to the flag
Hundreds of messages of goodwill on the Soldiers’ Charity Facebook wall
Press coverage in The Sunday Mirror, Times and BBC Online.
Peak of 7462 people talking about it on FB