case studies
UNICEF
[ Using digital media to communicating social issues online ]
Background
UNICEF is the world's leading organisation working specifically for children, and UNICEF UK is one of 37 UNICEF National Committees based in industrialised countries. UNICEF National Committees raise funds for UNICEF's worldwide emergency and development work. In 2005, UNICEF UK raised £50.4 million for UNICEF's work with children worldwide.
Requirements
UNICEF wished to learn how online communication could be effective in the development of their relief communication and the development of online to deliver long-term donor commitment. Previous work had identified significant opportunity from online communication but also left a number of questions un-answered. The two month campaign run by Panlogic was used to inform and educate UNICEF Worldwide to understand the future potential of online.
Strategy
Panlogic undertook a knowledge-gathering exercise to build knowledge of the online user. Following a series of recommendations an intensive two month test campaign was delivered using a wide variety of digital communication to build learning and knowledge about effective online channels. Included in the work was creative development, microsite build, banner creation, cost per click keywords, targeted email despatch, online media, behavioural targeting and in-depth and sophisticated tracking and analysis per channel/media.Multiple creative and media routes were chosen, each analysed separately providing a matrix of uptake and overall results that informed future work.
Value
The work delivered outstanding learnings and a huge uplift in online donations both from one off donations and committed long-term giving. Specific learnings included the massive overall acceptance of Flash as a medium to deliver impactful messaging, the importance of paid-search to augment previous online advertising, the benefits of behavioural targeting and the use of faith sites to promote the message.