ADA successfully raises funds for a global NGO’s pandemic journey with consumer insights & creative content
The Results
- Overall donations exceeded target by 37%
- Overall Cost Per Acquisition reduced by 273%
- An overall whopping 68% uplift in ROI (*2.5 times above target)
- 87% positive sentiments from influencers’ community
The Challenge
Running a Ramadan fundraising campaign meant competing with many charities during a highly crowded giving season. Rising media costs, shifting post-COVID donor behaviour, and inefficient mass targeting made it difficult to reach new donors while keeping cost per acquisition low.
At the same time, the campaign needed to balance global brand consistency with strong local cultural relevance across markets, and use influencer voices authentically to inspire trust. The core challenge was to cut through seasonal noise, find high-intent audiences, and drive more donations with better ROI on a limited nonprofit budget.
The Solution
- ‘Old-meets-new’ targeting approach: By amalgamating current audience behavior, social trends, and past Ramadan data, we honed in on a specific target audience.
- Glocalising the campaign: Infusing local elements into the global campaign, we aimed to resonate with communities on a personal level and evoke their generosity.
The Execution
1 Leveraging audience insights
We leveraged pre-COVID data from schools and identified top religious app users to create lookalike audiences. Additionally, we segmented audiences based on their affinity with the holy month, optimizing our outreach during peak engagement times.
2 Engaging local influencers
Recognizing the surge in influencer conversations surrounding Ramadan, we collaborated with local influencers to humanize the refugees’ plight through compelling storytelling.
3 Amplifying through local channels
Partnering with local channels, we disseminated tailored content pieces that resonated with specific cultures, bringing the ‘Imagine’ theme to life.
Awards
- Gold in Not-for-Profit / Charity category at The Drum Digital Advertising Awards APAC 2021
- Silver in Excellence in Data-Driven Marketing at Marketing Excellence Awards 2021
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