Letter Writing Marathon is to release of unjustly imprisoned political convicts from all over the world. That is why thousands people decided to send letters to ministers, members of governments and influential people to lighten the problem. The goal of campaign was to gather as many donations as possible for stamps dedicated for sending letters during Marathon. Our job was to prepare rich media creation for mobile, Facebook news feed, and display banners. Rich media format was presented when user clicked on the advertisement within his Facebook news feed.

1. Case Study
Amnesty International
Campaign

2. LETTER WRITING MARATHON
Campaign Client Flight date Channels
Letter Writing
Marathon
Amnesty
International
8.12.2014
19.12.2014
Rich Media
Mobile
Facebook
Display

3. Sparc Media was responsible for preparation and realisation of
advertising campaign - Letter Writing Marathon for Amnesty
International.
Letter Writing Marathon is to release of unjustly imprisoned political
convicts from all over the world. That is why thousands people decided to
send letters to ministers, members of governments and influential people
to lighten the problem.
The goal of campaign was to gather as many donations as
possible for stamps dedicated for sending letters during
Marathon.
Our job was to prepare rich media creation for mobile, Facebook news feed,
and display banners. Rich media format was presented when user clicked on
the advertisement within his Facebook news feed.

4. The 15 PLN donation was the most frequent choice.
The rich media creation let to choose amount of money to make
donation with a scrolling menu. Then, users could have seen
dotpay webpage allowing to make payment with.
0 20 40 60 80 100 120
Donation 15 PLN
Donation 25 PLN
Donation 50 PLN
Results of the campaign
The amount of clicks on Facebook: 4 128.
1,09%
CTR
7,09%
CTR
for rich media
creation
for the
campaign

5. When ad was loaded, user could see short animation
explaining how to interact with rich media creation.
After clicking on the photographs, user got information about
each of presented people, as well as details about Letter Writing
Marathon.
The campaign reached 818 likes and transfers via
Facebook.
HOW IT WORKED?

6. Badge with the logo of campaign was the most clicked
element.
Users were redirected to the rich media creation 2 074
times.
The avarage time spent with ad was about 30
seconds.
0,00% 2,00% 4,00% 6,00% 8,00% 10,00%
Logo of Campaign
Fotography 1
Fotography 2
Fotography 3
Which elements have been clicked
the most
Rich media campaign on Facebook was supported with rectangle
banners and double billboard published out of the platform.
Fot. 1
Fot. 2 Fot. 3