CASE STUDY: UNICEF Mobile Campaign Delivers Strong Results
Provided by Say Media
A marketing campaign for UNICEF UK that was developed for mobile significantly increased brand awareness.
What was the Challenge / Background of the Campaign?
UNICEF UK sought to communicate that it is a brand that focuses on improving the lives of children, while raising awareness and donation intent through the 'Speak Up For Children' campaign.
The ad was created to put pressure on Deputy Prime Minister Nick Clegg to place the needs of children at the heart of June's Rio+20 Earth Summit. A mobile website used patented technology that ensured the site was accessible across all mobile platforms. The campaign asked people to sign an online petition aimed at the deputy Prime Minister through 400 million mobile impressions.
What was the Campaign Objective?
Raising awareness and boosting perceptions around 'improving the lives of children' as well as donation intent.
What was the Solution?
The ad was created by Ogilvy & Mather, optimised for mobile by Say Media and ran across Say's premium mobile network in the UK. Millward Brown's proprietary ad-effectiveness tool, AdIndex for mobile, was employed to measure how exposure to the campaign impacted brand perceptions of UNICEF.
A number of other agencies partnered with UNICEF to guarantee the success of the campaign.
What were the Results?
Overall the campaign drove a significant increase in mobile ad awareness, association that UNICEF improves the lives of children, favourability and donation intent.
Mobile awareness was increased by 8.3%, brand favourability 5.5%, and donation intent 4.3% as well as a 15.3% increase in the perception that UNICEF 'Is unceasingly committed.'
The campaign had a larger 'emotional' impact among the female audience, while males had a more direct takeout and became more likely to donate from exposure to the campaign.
What were the Key Learnings of this Campaign?
Mobile is an effective platform for the brand to continue to use as it drove significant increases in key perceptions of the UNICEF brand. As well as boosting perceptions around 'improving the lives of children', the mobile campaign also drove significant uplifts in awareness and persuasion metrics.