Creative Execution

Targeted advertising brought an audience that fitted the profile as a "potential giver" to a tab on the World Vision Facebook page. Users were presented with a dollar coin and a virtual wishing well, they were prompted to "Click, Wish and Flick". Once they had created their wish and flicked their coin into the well, we incentivised (by donating another dollar in their name) to share the cause across their own social networks. Once the $100,000 worth of wishes was reached we sent an eDM to everyone who created a wish, congratulating them and reiterated the impact they have made.

Most importantly we re-engaged existing lapsed supporters though custom audiences, showcasing the organisation in a more modern innovative light: 45,000 - Lapsed supporters re-engaged. Incredibly we reached out and captured thousands of new emails and phone numbers to begin conversations about regular giving: 5,700 - New conversations started about regular monthly donations. $100,000 - Donated to the children of Malawi. Thousands and thousands of social interactions in the form of likes, shares and positive sentiment on the page. Not an objective of the campaign but during the campaign period the Facebook community on the World Vision page grew from 42K to 48.5K.

Child Sponsorship has been in steady decline for seven years. World Vision needed a way to engage audiences that had long since forgotten about them or saw the brand as old fashioned and out of touch with their needs. The insight: We knew from previous research that giving is an inherently social process; you love to show other people the good you are doing in the world. And once you've donated you're more open to doing it again. The strategic thought was simple: By giving people a transaction free interaction with World Vision and showing them the good they can create with even a few dollars – would then open them up to giving again when approached at a later date. The idea: To let people experience the joy of giving - give away $100,000 to New Zealanders and let them give it back to the children of Malawi.