Engaging a new audience through a personalised content journey
Leaving a gift in your will to Unicef is a special and personal decision that will make the world a safer place for future generations of children. While many charities adopt the straight-forward ‘leave a gift in your will to us’ strategy, we wanted to take a softer approach and introduce the concept of legacy giving to a new audience by taking them on a personal journey (or in this case, a trip down memory lane), encouraging them to consider the world they grew up in and the legacy they can leave behind.
Awards for Unicef Legacy
Drum MOMA Awards - Best Use of Video/Rich Media
Drum MOMA Awards - Not-for-profit/charity mobile strategy/campaign
Drum MOMA Awards - Best Use of Social Media on Mobile (Highly Commended)
The Drum Digital Trading Awards: Best Use of Performance (Highly Commended)
What we did
Together with creative partners Open Creates, we crafted a campaign centred around a catalogue of bespoke video content that enabled people to take a nostalgic look back through the decades and share a personalised montage on social media. The timeline highlighted key moments that shaped their childhoods, as well as important milestones for Unicef and the immense progress they have made in protecting the world’s children. Once users interacted with the timeline, we re-targeted them with more direct, guide-focused messaging asking them to help Unicef protect tomorrow’s children.
This not only provided greater awareness and education on the work that the charity does, but also helped to develop a deeper connection with Unicef.
Increase in conversion
Reduced CPA by
Uplift in digital