Winner: 'Supporting the frontline of humanitarian care' by Crafted for Médecins Sans Frontières UK
With Brexit and the general election dominating news pre-Christmas, Médecins Sans Frontières UK (MSF) wanted to reach potential donors with a positive message, and increase awareness of MSF generally.
The results was the most complex digital campaign MSF UK has ever run.
MSF’s emergency response is often deployed within hours and is in full swing within 72 hours, so this campaign focused on bringing that period to life, connecting donors to the action. It used five time-based sequential stories: at the start point and at 24, 36, 48 and 72 hours.
The campaign was designed to react to how the viewer acts. If a user didn’t complete a donation, they would be shown an ‘abandoned basket’-style creative. When a user donated, they would be removed from the campaign and receive a 'thank you' email.
A targeted paid-for campaign during Channel 4's election coverage led to an additional 117 donations worth £3,770.
The campaign exceeded the KPIs - direct campaign channel donations totalled £274,435 (KPI: £75,000), year-on-year direct debit sign ups rose 10 per cent (KPI: five per cent), and donations from new users increased 74 per cent (KPI: 10 per cent).
The target was to beat 2018's total online donations of £987,000 - it raised £1.2m.
'#ChangeTheOdds' by Mercy Ships UK
'Promises to Action' by Alnahda Society
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