A mobile campaign for UK charity Unicef resulted in increased brand associations and donation intent

1. Mobile ad-effectiveness:
A Case Study
‘Speak Up For Children’
campaign
Background
Case study:
‘Speak Up For Children’
campaign, Q2 2012
Methodology
UNICEF UK sought to communicate that it is
a brand that focuses on improving the lives of
children, while raising awareness and donation
intent through the ‘Speak Up For Children’
campaign.
The mobile campaign ran for four months across
mobile networks and publishers.
Millward Brown’s proprietary ad-effectiveness
tool, AdIndex for Mobile, was employed to
measure how exposure to the campaign
impacted brand perceptions of UNICEF.
AdIndex utilises a control/exposed methodology;
recruiting a pre-control group of respondents
and comparing their attitudes and perceptions to
a live exposed group recruited directly from the
sites and networks on the media plan.
Overall campaign results
Brand Metrics among Overall Audience (%)
Overall, the campaign drove a significant increase in mobile ad awareness, association that UNICEF
improves the lives of children, favourability and donation intent.
*Statistically significant difference between Control and Exposed group at a 90% confidence level.
70
Aided Brand
Awareness
Mobile
Awareness
Message
Association
Improve the lives
of children
Brand
Favourability
Donation
Intent
69
16
8
34 40
28
8 6
29 34
24
-0.9 +8.3 +1.7 +5.1 +5.5 +4.3
Control (n=533)
Exposed (n=823)
Statistically significant increase*
Statistically significant decrease*
+15.3
Is unceasingly committed
58
43
Brand Attributes among Overall Audience (%)
Overall, the campaign also drove the perception
that UNICEF ‘is unceasingly committed’.

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Implications
Recommendations
Project Partners
Mobile is an effective platform for the brand to
continue to use as it drove significant increases
in key perceptions of the UNICEF brand. As
well as boosting perceptions around ‘improving
the lives of children’, the mobile campaign
also drove significant uplifts in awareness and
persuasion metrics.
The campaign generated a more emotional
response amongst females, impacting
awareness, favourability and association that
UNICEF ‘improves the lives of children’, while
males saw a significant increase in awareness
and donation intent.
Consider adding a stronger call to action to the
ads (‘Click to sign petition’) so viewers know
to click through to find out more about the
campaign and how to get involved.
Future mobile campaigns should build on
the success of this campaign but ensure that
branding and messaging in the creative is simple
and easy to take out.
4th Screen
Adfonic
Adgibbon
AdMaxim
AdsMobi
Amobee
ATAO
AudioBoo
Don’t Panic
Dynamic Logic
Flurry
Global
Google
GreyStripe
Imagine Network
InMobi
Kiip
Millenial Media
Mojiva
O2
Ogilvy & Mather
Ogilvy PR
Open Market
Say Media
Twitter
Unanimis
Wapple
Yahoo
YOC
YuMe
Campaign results by gender
The campaign had a larger ‘emotional’ impact amongst the female audience, while males had a more
direct takeout and became more likely to donate from exposure to the campaign.
*Statistically significant difference between Control and Exposed group at a 90% confidence level.
74
Aided Brand
Awareness
Mobile
Awareness
Message
Association
Improve the lives
of children
Brand
Favourability
Donation
Intent
Aided Brand
Awareness
Mobile
Awareness
Message
Association
Improve the lives
of children
Brand
Favourability
Donation
Intent
64
8 4
31 28 27
9 8
27
39
22
-2.1 +8.9 +0.3 +3.3 +1.2
+0.9 +7.6 +2.9+3.7 +7.0 +11.0
+5.3
Male Control
(c=301; e=452)
Female Control
(c=232; e=371)
Statistically significant increase* Statistically significant decrease*
Delta Shift (-/+)
“ This research has given UNICEF UK valuable
insight into how we can maximise the brand
impact of mobile in future campaigns ”
Laila Takeh, Head of Digital Engagement UNICEF UK