Strategy and Campaign Planning
Approach and Concept Development
Video, Digital and Social Assets
Giving trends show that social media is the most influential channel for inspiring donors in Brazil. However, digital fundraising has become more complex, mainly due to changes in online behaviours and the steady decline of organic reach.
So, we partnered with the International Committee of the Red Cross (ICRC Brazil) to boost their digital fundraising strategy – and drive more leads than any other campaign.
We kicked off with a deep dive into ICRC Brazil’s content, audiences, and goals. Using this insight, we identified 5 key target audience demographics, and designed a supporter journey framework to engage and nurture donations within each group.
For example, we identified ‘cold’ audiences, or people who are unaware of ICRC and their work. Then, we identified key tactics to build awareness and empathy among this audience, resulting in engagement with ads and social content.
We used these frameworks to repurpose existing archive footage into inspiring creative, which could be targeted to specific audiences at each stage of the supporter journey. As a result, we centred the assets around five compelling human stories; Lika, Mohammad, Omar, Mariam and Shazima.
For example, Lika is a refugee helping the community as a local health worker. Since fleeing war in South Sudan, he now helps the Bidibidi Camp to stay safe against COVID-19.
Using Lika’s story, we created a series of content to appeal to a ‘Young Men’ target group, establishing a large and urgent need to drive this audience to donate.
As a result, the campaign delivered more leads than any other campaign in ICRC Brazil’s history.
This is how working with an agency should work.