UNICEF Netherlands - June 2011 - The use of mobile for the malnutrition campaignPresentation Transcript
The use of mobile for the malnutritioncampaign UNICEF the Netherlands
Table of Contents Introduction Issue Objectives How we did it. Results Conclusions, tips & tricks
Integrated campaigning in the Netherlands
Integrated Campaigning with malnutrition theme: unite our communication power in a certain period of time, communicating one clear message
Consistent message with a clear call to action to all different target groups
Generate maximum support for UNICEF by the Dutch public
Cross medial presence (with media partners and ambassadors) and high visibility
Basic campaign information Campaign Theme: Malnutrition: Show the many faces of hunger Time frame: One campaign year; August 2010 until end of June 2011 Focus country/program: Malnourished children in Guatemala Main message: Hunger. Don’t think about it. Do something about it. UNICEF’s solution The 1000-days master plan
Issue How to reach out to a large, younger audience to make them aware of the malnutrition problem and offer them an easy way to contribute?
Objectives Objectives Raise awareness about malnourished children Activate a large, younger audience Generate leads
How we didit?
Cooperation between UNICEF and RTL (TV channel) and 538 (Radio)
Attention for UNICEF in different programmes during one week, mostly by Ambassadors: items in daily news gossip programme RTL-Boulevard with more then a million viewers
Radio 538 spent time to UNICEF in their popular morning programme, and created a special radio-commercial
SMS (text message) action
‘Easy digestible’ information about malnutrition ‘More then 200 million children worldwide are malnourished’
Offering an easy way to contribute by text message with a small donation (€1,50)
Clear call to action for the ‘mobile’ generation: SEND A TEXT MESSAGE NOW! And a malnourished child will go to bed without hunger (3 portions of Plumpy’Nut)
Social media such as Facebookand Twitter were part of the action as well.
Flow Call on TV/Radion/ Online: Send a text message and a child will go to bed without hunger Public text messaging: ‘UNICEF’ (€1,50) Reply text message: Thank you! Because of you 183.980 malnourished children will go to bed without hunger. Go to www.donateameal.nl UNICEF www.donateameal.nl
Invite someone for a dinner with help of a Dutch celebrity
Provide information about campaign and malnutrition.
Activate visitors to send a text message
Interviews with ambassadors on TV and Radio
Dutch biggest daily newspaper mentioned the action twice
People searched us via Google massively during action
People posted message about the action of UNICEF on Twitter and Facebook (see next slide)
Overall results SMS action
Increased the awareness of the malnutrition problem
Reached a large younger audience, 6 million people 13-49 year, 8 million total!
Activate more then 200.000 people!
We received more then 260.000 text messages
193.000 leads (we approached them to become pledge donors)
The action resulted in 11.000 thousand new pledge donors
Google: 423.000 search results
Conclusions tips and tricks
A media partnership is a very good choice; with calls for action at prime time. Investments are worth it.
By mass media we reached a very large audience and made them aware of the problem
Offering an easy way to contribute by a text message mobilises a large –younger- audience.
Once involved young people are more willing to continue supporting UNICEF as a pledge donor.
By conversing leads to pledge donors scripting (thank you and next step) and a fast follow up is essential
Mentioning the number of text messages sent so far works: copy behaviour
Other UNICEF activities are positively influenced by high visibility of this action week
Tips and tricks Keep the message simple! Do call for action! People want to do something when you make them aware of a problem You need a platform to call for action i.e. TV or radio Make celebrities and ambassadors call for action, it works Focus on one week: it builds up and gives a certain atmosphere Use emotion in your call (children song, images of child) Make clear what the contribution is the public can make with one text message Combine free publicity with ‘bought’ media Have a social media team stand by to react online Make sure you allocate sufficient budget for telemarketing follow-up Technical problems are the biggest risk: the action website and receiving of text messages. Finish early and test everything!