Background
The NSPCC retained Panlogic to develop a custom-made application that capitalises on the power of Facebook for fundraising and raising awareness about the NSPCC. It allows

users and supporters to find out about the latest NSPCC events, donate or learn more about activities to end cruelty to children. Phase 2 development of the application started in the same week as the launch.

Requirements
• An NSPCC Facebook application that can be utilised by Facebook members
• An ability for users to donate to the NSPCC
• Data capture of supporter demographics
• Usage statistics
• Scalable solution for future development
• Display of total funds raised through Facebook by supporters
• Integration with JustGiving.com fundraising site

Solution
Fundraising is achieved through grassroots and community involvement and therefore both engagement and activation with key influencers on the ground is essential. The Facebook application we developed, ties all these currently disparate elements together and utilises the full power of the Facebook platform (i.e. the community aspects and the ability to develop a specific application for all current and future events).

Our proposal specifically answers the stated requirement of capitalising on the community within Facebook by:
• Allowing users to see that Facebook colleagues have downloaded your application. A quick link allows new users to upload the application onto their page
• Easily enable a user to ‘spread the word’ of the application by sending to all Facebook colleagues through utilising the existing power of the platform
• Provide integration with Justgiving.com and the various NSPPC fundraising and events databases
• Provide ’invite’ links throughout the application to bring in new Facebook users
• Display active number of members involved in the NSPCC events
• Show total funds raised through Facebook

Panlogic worked closely with the NSPCC’s online fundraising team to ensure the campaign was delivered on time and within budget.

Value
Within 24 hours of releasing the application in mid August 2007, 250+ people had installed the application purely through the viral nature of Facebook. This total is rising rapidly and the NSPCC is yet to launch its official seeding and publicity campaign.

Client Comment
Polly Gilchrist of the NSPCC’s online fundraising team said she hoped that Facebook would offer supporters an exciting way to engage with the charity’s work.

For more information about this Facebook application, please contact:
Leroyson Figueira
Creative Director
Tel: 020 8948 5511

[ Analytics ]

• Brief
The British Council wished to learn about current usage of their 170 worldwide sites and set performance targets for future online marketing activity.

• Solution
Panlogic embarked on a six month consultancy project interviewing country teams, building a robust statistical model and applying PanTrack technology and skills to bring insight and knowledge to the British Council.

• Results
Panlogic’s consultative approach enabled the British Council to take a brand new look at the performance of their sites. Ian Barnes, Acting Director IBD at the British Council said “ PanTrack has given huge insight to current use of our websites around the world. The strategic input of the service has allowed us to set targets for all future marketing communication as well as determine where future site investments need to be made.“

Panlogic uses third party software for all tracking solutions.

[ Viral game, email marketing ]

• Brief
BBC Business Learning asked Panlogic to devise a campaign to raise awareness and build up an opt in email database for the launch of their new site www.bbcbusinesslearning.com.

• Solution
Targeting HR/training purchasers, Panlogic devised an email campaign (to a bought HR email list of c10,000 email addresses to drive traffic to a devishly simple but addictive viral game.

• Results
43% open rate and 16% click through rate (CTR) for the initial email broadcast. 3.3 million unique users since October 2003. The game has also built an opt-in database (who are emailed monthly) of 47,000 and rising.

[ Online advertising, email marketing ]

• Brief
Garnier wanted to promote their sun care products ahead of the holiday season in an online media campaign encompassing ad space and email lists.

• Solution
Panlogic devised interactive pop up ads as part of the media plan, and targeted males and females in separate creative executions. Using in-house tracking Panlogic could also track time spent interacting with the ads and their replay rates. Panlogic also designed and broadcast the email.

• Results
At its height the campaign delivered over 15% click through rate (CTR) for the female creative and a CTR of over 16% for the male creative. Interestingly the female creative had a replay rate of 63%, the male 22%. On average users interacted with the Garnier brand for 23 seconds in both genders.
The email campaign had a 13.5% CTR.

[ Search Engine Traffic Technology ]

• Brief
Tesco Personal Finance (TPF), asked Panlogic to increase its online sales by maximising its presence in the natural search engine listings. TPF's products include motor, home, travel and pet insurance, mortgages, loans and life insurance.

• Solution
Panlogic's approach is driven by our consultants' 15 years'
collective experience in search engine marketing, including ongoing development and monitoring the rapidly changing and rewarding search engine environment.

• Results
Tesco Personal Finance regularly receive between 50,000 and 100,000 targeted visitors per month with an average conversion rate (product applications) of 20% across their portfolio of products.