Soccer Aid

Reconnecting Soccer Aid with UNICEF

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‘Reconnecting Soccer Aid with UNICEF’

Challenge:

Reconnect Soccer Aid back to the UNICEF brand and find and engage a new sustainable audience that will ultimately drive donations within a short time period.

Solution:

Data mining overlaid with cultural insights highlighted an untouched audience of parents aged 25-44 who loved celebrity content. So, we teamed up with ITV to produce a multi-channel campaign and awareness / response strategy where we constantly tested new platforms and reallocated budget accordingly depending on engagement.

Results:

Increased unprompted awareness association with UNICEF by 20%
Increased prompted awareness by 12%
Increased core awareness by 22%
Raised £5.5m+ towards helping every child in danger