Buchanan Galleries
Big Wins with Wee Big Yins
- Creative
- PR
- Social Media
Campaign snapshot
To support Buchanan Galleries’ charity partner, Glasgow Children’s Hospital Charity, we commissioned a bespoke set of limited-edition minifigures to celebrate the illustrious career, and multi-talents of Billy Connolly. The ‘Wee Big Yins’ were sold at Buchanan Galleries with every penny going to charity.
The campaign was a huge success, not just in generating media coverage and driving footfall to the centre but also broke a charity record.
How we did it
Billy Connolly is a much-loved son of Glasgow, and to celebrate his illustrious career we commissioned an exclusive collection of ‘Wee Big Yins’ to be sold as part of a one-day-only fundraising event for Glasgow Children’s Hospital Charity.
We issued an announcement press release to the media to unveil the minifigures, along with a post-sale press release disclosing the total amount raised for the charity. Social media was used to announce the launch of the minifigures to help drive awareness and create a buzz in the lead up to the sale day and our Studio team, created all the artwork for their website, social and in-centre artwork, totems and plinths to display a full set of minifigures on the sale day.
To keep momentum high post event and increase website sign ups, we launched a free-to-enter competition on their website offering a last chance to win a full set of the minifigures.
The results
On sale day, the ‘Wee Big Yins’ sold out within 4 hours, with the total amount raised for the charity coming to £9,766 which is the largest amount ever raised for the charity at a shopping centre in such a short space of time.
Across two waves of publicity, the campaign gained 33 pieces of coverage in 17 individual publications including national pieces, as well as blanket regional print, online and broadcast coverage.
Sir Billy Connolly himself even commented in a recent article that being turned into a minifigure was one of the highlights of his career, and the ‘Wee Big Yins’ featured in a TV documentary about Billy’s life.
Campaign highlights
33
pieces of coverage
7.6%
footfall increase
130k
combined social reach