Case Studies
ADA successfully raises funds for a global NGO's pandemic journey with consumer insights & creative content
ADA helps a Global Refugee Agency strategises a fundraising campaign by identifying consumer behaviour.
The client, a Global Refugee Agency, embarked on a global Ramadan fundraising campaign amid the peak of COVID-19. The campaign urged people to empathize with refugees and extend their support during the holy month of Ramadan. The challenges were twofold: the constraints posed by lockdowns, hindering geo-targeting efforts, and the surge of other NGO fundraising endeavors, particularly by local charities.
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Strategy
- 'Old-meets-new' targeting approach: By amalgamating current audience behavior, social trends, and past Ramadan data, we honed in on a specific target audience.
- Glocalising the campaign: Infusing local elements into the global campaign, we aimed to resonate with communities on a personal level and evoke their generosity.
Execution
- Leveraging audience insights: We leveraged pre-COVID data from schools and identified top religious app users to create lookalike audiences. Additionally, we segmented audiences based on their affinity with the holy month, optimizing our outreach during peak engagement times.
- Engaging local influencers: Recognizing the surge in influencer conversations surrounding Ramadan, we collaborated with local influencers to humanize the refugees' plight through compelling storytelling.
- Amplifying through local channels: Partnering with local channels, we disseminated tailored content pieces that resonated with specific cultures, bringing the 'Imagine' theme to life.
The Results
- Overall donations exceeded target by 37%
- Overall Cost Per Acquisition reduced by 273%
- An overall whopping 68% uplift in ROI (*2.5 times above target)
- 87% positive sentiments from influencers’ community
Awards
- Gold in Not-for-Profit / Charity category at The Drum Digital Advertising Awards APAC 2021
- Silver in Excellence in Data-Driven Marketing at Marketing Excellence Awards 2021
>37%
higher donations vs target
2.5x
ROI vs target
273%
reduction in Cost per Acquisition
~200 increase
Increase in Revenues
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