unicef_cyan-converted

A sequential prospecting campaign, based on Geo Location

unicef_cyan-converted

A sequential prospecting campaign, based on Geo Location

Agency
Xaxis Sweden

Agency
Xaxis Sweden


Categories
Prospecting, Non Profit

Categories
Prospecting, Non Profit


Dynamics
Manual Proposition (CMS), Geo Location

Dynamics
Manual Proposition (CMS), Geo Location

About the case

About the case

The Challenge

How can we engage people in becoming a World Parent for Unicef? Through the display campaign we want to drive people to the site to consume more information and sign up to become a World Parent. There are four different areas in which the World Parent is active: baby care, school children, teenagers and children from disaster areas

The Challenge

How can we engage people in becoming a World Parent for Unicef? Through the display campaign we want to drive people to the site to consume more information and sign up to become a World Parent. There are four different areas in which the World Parent is active: baby care, school children, teenagers and children from disaster areas

The Strategy

Show sequential the different propositions by using one of the above defined areas in order to become relevant for the audience.
We also use different dynamic content to make the ads more relevant and personal. We gave the different main characters a name to make it more personal and touch people.
We also use the age to show the amount of children of the same age living in the area the ad is shown. 

The Strategy

Show sequential the different propositions by using one of the above defined areas in order to become relevant for the audience.
We also use different dynamic content to make the ads more relevant and personal. We gave the different main characters a name to make it more personal and touch people.
We also use the age to show the amount of children of the same age living in the area the ad is shown. 

Sequencing (part 1)

When a viewer has seen proposition #1
(For young children),
The next time we will show proposition #2
(For school children) etc.

Make it personal

We connect people (Geo Targeting) from a region/city in Sweden to a population in need

Create urgency

And also show how many people are a world parent in the same region in Sweden

Sequencing (part 2)

We can assume. The is proposition 1,2,3 and 4 has not engaged the viewer we have to try a different approach. We will not try to persuade him or her to become a world parent. But we will try to persuade them by displaying a form banner.

The Results

Dynamic Creative drove

%

higher CTR
than traditional creatives

Dynamic Creative drove

%

higher conversion
than traditional creatives