National Numeracy

INFLUENCER MARKETING CASE STUDY

National Numeracy is the UK’s leading charity in empowering people and children to have number confidence in everyday situations. The organisation opens up opportunities and crafts brighter futures for all generations. This isn’t about learning the theory of Pi, but giving individuals the ability to get on in life – whether that’s helping kids with their homework or sorting out their finances. It’s a remarkable charity that aims to break down barriers to social mobility and give people the chance to grow personally and professionally.

Creatology has worked with National Numeracy on its nationwide campaign National Numeracy Day for the last three years, helping it raise its brand profile online with its Big Number Natter – the only nationwide conversation about numbers. Our brief was to target celebrities and influencers that complement the charity’s ethos and get them to join the Big Number Natter campaign.

CREATIVE SOLUTIONS

Influencer Marketing

Target and book relevant influencers and celebrities to join the online campaign

Generate campaign ideas and content themes to support the nationwide campaign

Content was varied and this was dependent on the capacity available. This could be in the form of an online interview/chat with its CEO, or a live or social media post. In one case, we asked Chris Packham CBE to do a numbers challenge we created that featured a range of fun and informative questions about numeracy in everyday life. You can watch the full video of Chris taking part here!

The Creatologist Mix

Using our extensive comms and online PR background, we were able to get a unique mix of influencers and celebrities on board for the campaign. Celebrities and influencers who joined us in championing this important message included Stephen Fry, Hugh Fearnley-Whittingstall, Chris Packham CBE, Dr Linda Papadopoulos (who consequently became an ambassador), Tom Rocks Maths, Sir Quentin Blake, Ching He Huang, and Will Hardie (George Clarke’s Amazing Spaces), Stage Door Johnny, and many, many, more! The results for 2024 were the best yet with the charity reaching:

• 2 million+ actions to improve numeracy taken since the campaign began
• 643,000 actions to support numeracy were taken in 2024 alone
• 569 media mentions, reaching 79 million in print and broadcast and a potential 2 billion online readership
• 48% increase in search traffic to National Numeracy’s website

For information on our influencer marketing expertise please click here. Alternatively, you can view more case studies here.