Intro
The National Trust for Scotland (NTS) faced a pivotal challenge in 2022 - how to maintain and grow memberships during an economic downturn. As guardians of Scotland's most precious places since 1931, NTS needed to shift public perception from being seen as merely a provider of 'days out' to being recognised as a vital charity deserving ongoing support.
Our "Love is a Verb" campaign used strategic TV planning to drive perception change and inspire action, helping people understand that loving Scotland means protecting it through active membership and support.
The Challenge
As 2022 began, the UK entered a cost-of-living crisis against the backdrop of the Ukraine war. Consumer spending became cautious, with people cutting subscriptions and non-essential payments rather than signing up for more.
For the National Trust for Scotland, whose conservation work relies heavily on memberships and donations, this economic landscape presented a serious threat. Research showed that most people joined NTS for savings on days out rather than because they believed in charitable causes. We needed to change this fundamental perception.
Our research confirmed that while subscriptions decline during economic downturns, charitable donations often remain stable or even increase. Our challenge was clear: reposition NTS in the public mind from a provider of visitor attractions to a charity worth supporting.
Insight
Our approach was grounded in deep research into charitable giving behaviours. We discovered three key insights:
- Personal values drive charitable support - People donate to causes that align with their individual belief systems and ethical frameworks
- Awareness of need is critical - Donors must understand why their support matters
- The power of the ask is fundamental - Research shows 85% of donations follow direct solicitation
We segmented our audience into four key groups - Outdoor Enthusiasts, Culture Vultures, Volunteers, and Charitable Donors - and identified which aspects of NTS's work resonated most with each group's personal beliefs and values.
This allowed us to develop a three-step communication journey that would fundamentally transform how people viewed the National Trust for Scotland.
Strategy
Our strategy followed a clear three-stage journey:
- Demonstrate Need: Show why Scotland's heritage needs protection through high-reach platforms to build awareness
- Make Protection Personally Relevant: Connect with each audience segment through tailored messaging that resonates with their specific values
- Ask: Direct solicitation for membership and support with clear calls to action
To deliver this journey effectively, we needed to maintain reach throughout the campaign while delivering increasingly personalised messaging. TV was essential as the foundational medium that would lend credibility to our cause while communicating emotional messaging at scale.
Execution, Solution and Innovation
Our campaign ran from April to September 2022, when people were most likely to engage with outdoor pursuits. We moved beyond simple advertising to true campaigning.
Phase 1 - Demonstrate Need:
- Unveiled the campaign with a 40-second TV execution in a peak centre break of Coronation Street
- Deployed 30-second versions across STV and Channel 4 Scotland
- Maximised coverage with Broadcaster Video on Demand across STV Player, ITV Hub and All4
- Reinforced with digital display and paid social using "incrementality targeting"
Phase 2 - Make Protection Personally Relevant:
- Switched to efficient 10-second formats from mid-June to extend campaign longevity
- Utilised Sky's "big screen" targeting to deliver customised messaging based on viewing behaviour
- Implemented engaging digital display creative in contextually relevant environments
- Employed Meta's behavioural metrics for highly targeted social delivery
Phase 3 - The Ask:
- Returned to broader messaging with specific direct solicitation for membership
- Implemented an innovative week-on/week-off strategy delivering over 965 Adult TVRs across 20 weeks
- Reinforced with an STV channel sponsorship that increased frequency through 10-second bumpers
- Generated active participation with a competition that attracted 3,861 entries
The campaign achieved a remarkable 88.16% reach in Scotland while delivering segmented messaging that repositioned the Trust as a charity worthy of support.
Result and Business Effect
The campaign exceeded all targets and fundamentally shifted public perception of the National Trust for Scotland:
- Prompted Brand Awareness: Increased from 78% to 84% (target: 81%)
- Total Ad Awareness: Increased from 37% to 42% (target: 41%)
- Brand Positivity: Increased from 51% to 55% (target: 55%)
- Action as a Result of Seeing Ads: Increased from 61% to 66% (target: 64%)
Most importantly, the campaign delivered 25,669 new membership sign-ups throughout its duration. Each channel played a crucial role, but it was the linear spot campaign, the STV partnership, and the Broadcaster VoD activity that provided the solid foundations, accounting for 65% of TV coverage and delivering 1,575,370 BVOD impressions upon which other media could build.
With a relatively modest TV and BVOD budget, we successfully repositioned the Trust and inspired people to take meaningful action.
Independent research confirmed that TV was the greatest driver of awareness, proving that our approach was both effective and efficient.
As the National Trust for Scotland's Marketing Manager, Clare Willis, stated: "Our ambitious plans paid off and we were delighted with the results. Our independent research clearly demonstrated TV was the greatest driver of awareness, and without a doubt, helped us achieve our communication aims."
The campaign didn't just drive awareness - it created belief and prompted action. Proof that for the National Trust for Scotland, love really is a verb.
