Client: Duckworth Motor Group
Duckworth is one of the longest-running, most-loved family dealerships in the UK, having served the motoring business for almost 70 years.
A well-established name and firm favourite in and around Lincolnshire, Duckworth Motor Group provides people from all over the Midlands and beyond with Jaguar Land Rover and Isuzu vehicles, services, parts, and accessories.
Nothing is more important than helping your team when they need you most. That was the stance taken by Duckworth when their Sales Executive Howard’s wife Cerri was diagnosed with cancer.
Very much staying true to the family values that make both their Boston and Market Rasen showrooms so popular among Lincolnshire motorists, the team’s first thought was to organise a Sponsored Cycle & Walk to raise funds for the Belt family, helping to cover some of the significant costs of Cerri’s treatment, as well as support Macmillan Cancer Support.
Their second thought was asking us, their marketing partners, to ensure the event got the coverage and recognition it deserved, and that as many people as possible were able to contribute.
Our all-encompassing digital (and offline) campaign told the story of Cerri, her husband Howard and their 3 children fighting back against cancer, appealing not only to those whose lives have similarly been affected by the disease but also to the many people over the years whose motoring needs have been supported by the exceptional efforts of Howard, a firm favourite among customers and staff at Duckworth’s.
Through engaging social media content across the likes of Facebook, Twitter and Instagram, as well as reaching out to local cycling clubs and businesses, gaining the support of many groups and individuals from around the area, the campaign encouraged discussion, donations and support, bringing together the community to underline just how important this event was for not just the Belt family, but everyone associated with Duckworth’s.
This campaign has been nominated for the Lincolnshire Technology and Innovation Awards’ Digital Campaign of the Year 2019. Its success is demonstrated in the fact that not only did Duckworth reach their crowdfunding target of £3,000, they vastly surpassed it, raising a whopping £6,500 in total.
The Facebook event alone reached thousands online, gaining 129 responses and 88 ticket clicks, helping Duckworth’s raise such a truly remarkable amount of money for Howard, Cerri, their three children, and Macmillan Cancer Support.
We were delighted to play a part in such a heartwarming example of wonderful local Lincolnshire people banding together for one amazing cause. Not even the rainy weather could stop people from turning up in the hundreds and getting on their bikes, pulling on their walking boots and helping out!
Words from the client
We could tell you about numbers and statistics; about engagement and reach and various other metrics, but to us, everything that was achieved through this amazing event can only truly be epitomised through the words of Cerri herself. She sent the following message to the Duckworth team and customers:
“Howard and I would personally like to thank all the customers, his colleagues & friends who supported us throughout last year when I was diagnosed with Appendix cancer. The encouragement we received really did make a difference to us. All the texts, emails, cards and well wishes we received kept me going.
“I am now recovering from the major operation I had at The Christie in Manchester and have been told it went as good as it could. My results are positive and I’m currently waiting for my next scan to confirm I don’t need any further treatment. We are both staying positive & want me to get to the 5-year mark, then the cancer is less likely to reoccur. If you see us out and about please come and say hello, I’d love to thank people in person.
“Finally, I’d like to thank my wonderful husband for taking a month-and-a-half off work to look after me in Manchester & when I got home. He did everything to aid my recovery while also looking after our 3 children & making Christmas lunch. He is my diamond.
“I have so much to be grateful for; I thank all of you for showing me that with your support. Keep smiling, love and best wishes.”