Keylite Roof Windows (Keylite) set out on a mission to raise money for two amazing children’s hospices, the Northern Ireland Children’s Hospice and Children’s Health Foundation Crumlin. The roof window supplier challenged builders’ merchants and communities in Northern Ireland and the Republic of Ireland to upload a video of themselves kicking, throwing, putting or batting a ball through a Keylite roof window onto social media, using the hashtag #KickItWithKeylite. Once the challenge is complete, participants had to nominate three friends to get involved and make a donation through Keylite’s JustGiving page.

In addition to an organic social media campaign and a #KickItWithKeylite Irish tour, Edson Evers set up paid advertising on Facebook, Twitter and LinkedIn channels in order to raise awareness of the fundraiser and help encourage people to get involved.

Targeted to a variety of community and trade demographics in Northern Ireland and the Republic of Ireland, the paid campaigns used short demonstration videos around one minute long – the “sweet spot” time to boost engagement, containing all information in the first 30 seconds to ensure audience interest, and featuring some of Ireland’s top sporting stars.

In just three months, the ads achieved nearly 757k impressions and 287k video views, with community groups, companies and individuals getting involved in the campaign to share user-generated content and spread the news. The success of the campaign really speaks for itself, with plans for #KickItWithKeylite to now expand over to the UK mainland.