The Tough n Buff campaign was about not just identifying, but engaging a wholly new audience for a charity that had played it safe to date, wary of taking risks with targeting and segmentation.

The Children’s Society has been helping to change the lives of children in England for over a century. Their historical key donor base was predictable; parents, older age groups and the elderly.

They wanted a digital campaign that would allow them to connect with a new audience, a younger demographic, and get people actively fundraising with a shareable, social element.

Tough n Buff was developed to encourage people to sign up to a sponsored 30-day challenge, during which they can monitor their progress as well as raise money for the Children’s Society through a partnership with JustGiving.

Recruits could keep track of their progress, share the challenge with friends on Facebook and view leader board stats.

Bespoke targeting was applied across Display and Facebook in a two part campaign.


Increased their Facebook fans by 860%

Drove almost 70,000 clicks to site

Drove 70% of all sign ups to Tough n Buff during the campaign period and surpassed all campaign targets.

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