eBay leads love-in as brands embrace UK's 'biggest ever' #GivingTuesday

Following the excesses of #BlackFriday, dozens of brands including eBay, Royal Mail, Costa, BT and many more used #GivingTuesday to show the public their caring side.

eBay leads love-in as brands embrace UK's 'biggest ever' #GivingTuesday

According to organiser the Charities Aid Foundation (CAF) yesterday, the one-day global charity initiative - billed as an antidote to the consumer bonanza Black Friday, and in its third year in the UK - was on its way to becoming the country's biggest ever.

By 2pm the #GivingTuesday hashtag had been used 30,000 times in the UK, while the total potential global reach of #GivingTuesday on Twitter by that point was 435 million. It was trending at number one in the UK until 5.30pm.

Successful nonprofit campaigns begin long before #GivingTuesday


Brand gestures

To run alongside its 'do good, feel good' online shop – featuring special items from big brands and famous faces – eBay opened what it calls the world's first 'emotionally powered' pop-up store, at 93 Mortimer Street, London.

Running yesterday and today (30 November), the activation aims to reconnect consumers with the emotional spirit of giving through the use of intelligent technology and facial coding. Shoppers can browse a selection of items from eBay's charity-themed giving page, finding out which items they emotionally connect with the most.

Together with eBay's in-house team, comms agency Exposure managed the concept, communications and experience of the cutting-edge shopping destination.

The Royal Mail, involved in the campaign for the first time, stamped a #GivingTuesday postmark on millions of letters to mark the day. Postmarks featured the date of the campaign, hashtag and givingtuesday.org.uk web address.

PayPal enlisted Great British Bake Off winner Candice Brown for a cake sale with a difference, with proceeds going to charity partner Cancer Research UK.

Costa Coffee continued the cake theme with another sweet promotion, in conjuction with its own charitable foundation.

At Morrisons supermarkets, checkout staff sported Sue Ryder sashes and #GivingTuesday stickers, while offering customers the chance to top up their shop with a £1 donation, all raising money for charity partner Sue Ryder.

Elsewhere, BT hosted a #GivingTuesday launch event at the BT Tower for partners yesterday morning, hosted by BT MyDonate and CAF.

Sky and BT Sport, in conjunction with media house MI, donated more than 100 spots of airtime to enable the first #GivingTuesday TV ad to be broadcast for free from Sunday until the end of yesterday. The advert was made for nothing by agency WPN Chameleon.

Celebrity support

A host of celebrities used their influence on #GivingTuesday to help their affiliated charities and brands' charity activity.

Hannah Terrey, head of policy and campaigns at CAF, said: "Retailers across the UK make a significant contribution to good causes, from getting staff to lend a hand in the local community to big partnerships with major charities. It is fantastic that so many major retailers have signed up to help making #givingtuesday 2016 the biggest and best yet.

"This is a day for everyone to ‘do good stuff’ for a cause they care about, whether that’s donating money, volunteering time or simply talking about their favourite charities.

"Just like Black Friday, #givingtuesday has now established itself as a regular fixture in the festive calendar here in the UK. For businesses this can be a great opportunity to showcase their work with good causes and involve staff and customers in their charitable endeavours."

Earlier this month, a young secret Santa chosen as UK face of 2016 #GivingTuesday.

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