Corporate case studies

Below are a selection of national companies that have worked in partnership with Guide Dogs in some innovative ways.

This video shows some of the team taking up the challenge and jumping for Guide Dogs. There are screen reader accessible buttons for simple control of the video.

Andrex (Cause Related Marketing - on-pack promotion)

Andrex(r) 'Turn Puppies into Guide Dogs' campaign from 2006:

Customers collected tokens from promotional packs and returned with a £3.99 payment.
Totally self-liquidated - the consumer contribution covered the premium item, the donation to charity, handling and all fulfilment.
To increase awareness, the Premium was displayed in promotional cases and wobblers and shelf barkers were used. There were free prize draws in participating stores to win a giant Andrex(r) Guide Dog Puppy. National radio competitions and Guide Dog 'puppy events' in shopping centres were arranged, with bouncy castles, the real Andrex(r) Puppy and actual guide dogs and puppies.

Campaign aims included:

A minimum of 100,000 redemptions, resulting in a minimum contribution to Guide Dogs of £150,000.
Andrex(r) to achieve an increase of brand share within the promotional period of 1%
To maintain a home penetration level of 52%
To create an uplift in visitors to the www.andrexpuppy.co.uk website of 20%.

Campaign Results included:

The final redemption figure was 169,771, which resulted in a donation of £254,640.39 for Guide Dogs
Andrex achieved a brand share increase of 1.9% versus 1% (year on year sales)
Penetration increased by 2.3% versus target of maintaining at 52%
Over-400% uplift in visitors to the website during the promotional period.
Measurable PR totalled £839,226.

Jollyes Petfood Superstores celebrates opening its 50th store by raising £50,000 and naming pup Riley

Jollyes Petfood Superstores chose Guide Dogs as their first ever charity partner, with the ambitious target of raising £50,000 between April - September 2011. This was to celebrate the opening of their 50^th store and to fund the life-time cost of a guide dog, totally transforming their new owner’s life.

Chris Poots Jolleys manager with Guide Dogs fundraising director Jayne George

Fast-forward several months and the funds have been raised in record time! All of their stores got behind the initiative with gusto, kicking off with Pet-month, holding in-store events, collections and selling plush puppies, as well a team running the Great North Run. This team included Regional Manager Chris Poots, who said when presenting the cheque for £50,000 at the Dogs’ Dinner event last September.

“Everybody throughout all of our 50 stores were delighted to learn of the Guide Dog campaign when it was announced and during the past months there has been some superb individual and collective fundraising efforts by our store teams throughout the entire Jollyes group.

It is a very satisfying thought that our efforts and the generosity of our staff and customers will significantly improve someone’s quality of life.

May I take this opportunity to collective thank everyone on behalf of all our stores who have contributed and donated towards this brilliant total.”

Moving forwards:

The wait is currently on for their ‘Dog for Life’ Riley to be born, the name being chosen by the top-performing fundraising store, Kettering. And to top it all, fundraising is still on-going, more runners are hitting the road and store anniversaries will be celebrated with guide dogs in attendance.