Digital and Social Media Campaign
Turning Good Work into a World of Good
A humanitarian organization reaches new audiences and transforms the lives of hundreds of children.
Seattle-based World Vision provides humanitarian aid for children, families, and communities in more than 100 countries. To help drive sponsorships―one of the most effective ways for people to help improve the lives of impoverished children―the Christian organization asked The Garrigan Lyman Group (GLG) to develop a campaign targeting two untapped audiences: Hispanic women aged 35 to 54, and middle-aged moms with big hearts and giving spirits.
With insight that revealed the audiences’ skepticism about the efficacy of child poverty programs, GLG’s creative and media teams launched a campaign based on this message: “Investing in a child’s future works.” Stories featuring children and communities that thrive thanks to World Vision’s support were told through a series of online banners, social media videos, and Pandora radio commercials.
The GLG media team filled the top of the sales funnel using a variety of targeting strategies, including search retargeting and look-alike, behavioral, and demographic targeting. Daily data analysis helped guide the team in the redistribution of creative to media outlets that more effectively sparked engagement and sponsorships. Through site retargeting and by relentlessly testing new distribution strategies, publishers, and channels, GLG delivered click-through rates three times higher than the client’s expectations.
Even more satisfying: nearly 200 children in challenged communities around the world found sponsorships and a new chance at a better life.