Say YES for Children: Unicef's marketing permissions campaign

Unicef, a non-profit organisation, retained the ability to contact its active supporters post-GDPR in the UK by launching new propositions with an engaging but simple message.

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...

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