Will Aid

Satsuma has partnered with Will Aid for the last two years, delivering the most impressive campaign results in its 30-year history. A national charity will-writing scheme designed to encourage people to get a professionally written will while raising funds for charity, the campaign is divided into two – solicitor recruitment and public awareness. In both 2023 and 2024 Satsuma generated the most engagement on record for the campaign and smashed all KPIs for coverage across national, regional, trade and broadcast.

Return on investment

The results speak for themselves

In the last year we have achieved 565 pieces of coverage with reach of 310 million and an advertising value equivalent (AVE) of £5.5 million for print alone.

This included 108 television mentions and 18 radio mentions.

Leading television programmes to feature the campaign included The Morning, The Martin Lewis Money Show, Morning Live, Good Morning Britain, Steph’s Packed Lunch, BBC News, ITV News and BBC Scotland.

During a feature-length segment on the Martin Lewis show, the Will Aid team were receiving 25 enquiries per minute and a total of 10,000 on the website.

pieces of radio coverage

enquiries per minute

raised for charity

£ 0

Our PR Partnership

We started work on the Will Aid account in 2023 with the Campaign Director asking us to overhaul the entire PR strategy that the charity had relied on for several years.

The systems and processes had become stale, and the campaign needed new vigour with a larger focus on digital engagement, video and broadcast.

The Satsuma team has the advantage of being demographically spread from Scotland to the Southwest and everywhere in between.

As a result, we were able to pay visits to – and film and photograph – selected solicitors which were sold into regional broadcast and published strategically on social media channels to maximise opportunity for engagement.

We created a series of toolkits for solicitors to help them promote their involvement and demonstrate how to maximise the benefits. We recommended a staged approach to ensure regular communication between the Will Aid press office and each firm, providing bite-sized, manageable, timely actions.

Within the welcome pack, each firm received a template press release and a selection of social media graphics announcing their participation in the 2023 campaign.

The welcome pack will also introduce solicitors to brand new fortnightly drop-in PR surgeries to maximise their ROI in relation to PR opportunities.

We created a campaign plan incorporating PR activity and timings for the stewardship, recruitment, and public phases.

For the recruitment phase we ran a poll of 2,000 people across the UK asking them if they had a will, why/why not and a series of questions about their demographics highlighting gender, age and marital status discrepancies in people with wills.

In 2024 in particular, this produced some superb statistics which could then be tailored for regional press releases allowing us maximum exposure across the country.

Established working relationships with the press in print and broadcast meant we secured 11 regional segments on ITV news with a case study and supporting solicitor. Martin Lewis covered the campaign across newsletters, website and his television show.

In 2024 the campaign raised a whopping £775,000 for the charities involved.

Results

A snapshot of success

In 2023 we achieved 323 press clippings with a circulation of 122 million and AVE of £1.6 million. In 2024, we were set a KPI of 382 clippings but achieved a staggering 565 pieces of coverage including 330 regionally and 126 broadcast.

Organic social media statistics for the last 18 months show we have reached 23,000 users on LinkedIn with 41,000 page impressions and a 8.6% average engagement rate. On X we have 25,000 impressions while on Facebook and Instagram we have achieved 20,400 views and reached 18,200 users.

Meeting objectives

A combination of skills within our team – superb copywriting, PR strategy, unbeatable media connections and a nose for a good story – to not just meet expectations – but blow them out of the water.

A numbers game

888 clippings over two years
41,000 page impressions on LinkedIn
126 broadcast clippings in 2024

“Satsuma's work within the team has been invaluable in what has been a time of real transition not just for the PR team but for the business as a whole, following the arrival of a new CEO in the early part of the year."

“They have a friendly but professional attitude and it has been a pleasure to work with them.”