International development charity, Christian Aid has seen a significant increase in donations and support following an online advertising campaign in the run up to Christian Aid Week earlier this year.
The campaign, planned and bought by independent digital media agency, Agenda21, delivered strong response rates with media placements on Tribal Fusion, MediaMath, Quantcast and Guardian.co.uk delivering the most effective performance and ROI. Many large donations were received and larger format advertising using photographic imagery and a strong call to action proved particularly compelling.
The main event in the charity’s annual calendar, Christian Aid Week raises funds to help address issues of poverty and injustice, irrespective of religion or nationality. Recent projects from Christian Aid include tackling poverty in West Africa, marching for justice in India, confronting gender discrimination in the Democratic Republic of Congo and participating in a global move to flight malaria.
Commenting on the results, Zoe van der Linden, Digital Engagement Officer at Christian Aid explains, “Agenda21 used, tested and optimised a combination of data and media to stretch our budget to reach as many people as possible, especially those likely to be interested in community activities and fighting poverty and injustice. The campaign lead to a stream of online donations, including some larger gifts, as well as raising awareness of our international activities on sites like the Guardian and leveraging our broadcast advertising.”
Pete Robins, managing partner at Agenda21, continues, “Targeting, retargeting and real-time bidding were key to the success of this campaign as we could optimise and refine the media choices to up-weight investment on the better performing partners. We also tested different creative, and placements above and below the fold to determine that premium positions delivered better donation levels, which will also be used to inform the planning on the next campaigns for Christian Aid.”
Agenda21 integrated online advertising with TV and outdoor advertising produced by independent advertising and PR agency Beattie McGuinness Bungay, and planned and booked by independent media agency, JAA across all major terrestrial and satellite channels. Digital creative in a range of formats encouraged online audiences to click through to the charity’s website to make a donation, watch inspiring videos, or download information about fundraising activities for Christian Aid Week.
http://www.christianaid.org.uk/
http://www.agenda21digital.com/
