Campaign details
Agency: Open Creates and 2CV
Knowing stronger permissions would be needed post-GDPR, a new data model and engaging creative was required, reflecting a deep understanding of Unicef supporters.
Strategy
A powerful combination of qualitative and quantitative supporter research was conducted, with the resulting data analysed to understand which people to target with new, donor-centric campaigns.
Creative was rigorously tested to build a marketing plan for the entire organisation – the charity's first adoption of an integrated strategy. It was used to test small volumes of communications via mail, email and SMS to begin with, then larger batches...