UNICEF Argentina: Better Destinations (Mejores Destinos)

UNICEF, the United Nations International Children's Emergency Fund, encouraged people in Argentina to sign its petition to appoint a Defender of Rights for disadvantaged children by disguising a link to it within Facebook posts of attractive tourist destinations.

Agency: Qendar - RappArgentina

Objectives

To generate leads via Facebook post links to feed into UNICEF's ongoing telemarketing fundraising activity.

The cost per lead must be low enough to ensure that the payback period of the entire campaign (including media expense in Facebook plus the cost of the telemarketing) come in at less than 12 months of the donations obtained. (Payback in months is a common KPI for this type of fundraising.)

Strategy

The experience of other nonprofits in Argentina has shown that requesting donations directly online is a losing proposition, because it does not yield enough responses to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands