Alzheimer’s Cupcake Day


House of Experience helped dementia charity Alzheimer’s Society launch their first ever pop up tour experience to create a buzz around the charity’s annual fundraising event Cupcake Day. This plays an essential role in raising vital funds towards research for care, cause and prevention – and ultimately, a cure.

Alzheimer’s tasked us with creating an experiential stunt to drive excitement and raise awareness of Cupcake Day 2018 and encourage donations to the charity. The stunt needed to be easily replicated regionally to guarantee mass participation to drive awareness and ensuring a consistent standard nationwide. They also wanted us to capture content from the live stunt to seed out across social media channels to drive further awareness.


Having been given a reasonably broad brief, we got creative! We built a bright and vibrant pop-up which we toured round 3 busy UK cities – Newcastle, Birmingham & London.  Members of the public were gifted a beautiful and delicious cupcake along with a Cupcake Day postcard with further information. At the pop-up we had a cupcake ‘glam station’ where we encouraged families to decorate their cupcake with a number of different toppings and sauces.

We also invited GBBO winner Candice Brown to attend the pop-up in London. Brown’s affiliation with baking and her own experience with Alzheimer’s made her the perfect ambassador for the Cupcake Day and helped draw attention from both the public and mainstream media publications.



In the aftermath of the stunt, we created an emotive piece of content for Alzheimer’s Society’s social media channels. Results for the content piece were outstanding; gaining a total of 40k views, 116 shares and 184 likes in 48 hours on Facebook alone. Supported by Candice Brown and a heart-warming case study from John and Anne from Newcastle, the video was created with the aim to bring people together and enjoy their own Cupcake Day wherever they may be.