How Crowdfunding Platform Increased Donations With Programmatic Native Ads

Through a combination of native advertising and banner ads and a clever use of programmatic, Xaxis raised awareness and money for the United Nations’s Girl Fund Campaign.
programmatic native ads

Summary

Through a combination of native advertising and banner ads and a clever use of programmatic, Xaxis raised awareness and money for the United Nations’s Girl Fund Campaign and drove traffic to the crowdfunding platform GlobalGiving.

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Publisher/Agency: Xaxis
Campaign: Girl Fund
Brand: Global Giving
Country: UK

The goal of both campaigns was to drive traffic to the GlobalGiving website and to drive donations to a range of projects

Mission

Xaxis and the crowdfunding platform GlobalGiving partnered together to make a difference in the world and show how advertising can be used for good in society.

GlobalGiving, which decided to partner and promote the UN’s “Girl Fund”, brings together donors and non-government organisations (NGOs) with local grassroots charities around the world striving to give underprivileged women and girls the support they need to thrive.

The goal of both campaigns was to drive traffic to the GlobalGiving website and to drive donations to a range of projects chosen for promotion as part of the campaign.

KPIs

The KPIs were divided in two segments:

  • For the Girl Fund segment, 2,500,000 impressions were booked.
  • For the CSR segment of the campaign, it was 2,000,000 impressions.

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Target audience

The campaign had two different target audiences:

The first was a business audience, responsive mainly to messaging around the benefits of corporate social responsibility. Xaxis’ data analysts determined that this audience was gender balanced, evenly distributed across the age ranges, and primarily interested in business topics.

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The second audience, specifically for the Girl Fund, was 89% female and on average much younger than the corporate audience. Crucially, this audience showed a high level of social engagement.

Based on the intelligence gathered in the audience-discovery phase, ads were initially run on weekdays, between 7 am and 1 pm. As the campaign progressed, targeting was refined to the highest performing time

Strategic approach

The campaign ran from March to April 2017. Xaxis used both native and display banner creative formats. During the setup phase, Xaxis and GlobalGiving developed a detailed understanding of the motivations and behaviour of the two audiences.

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Xaxis developed bespoke creative for each audience. Based on the intelligence gathered in the audience-discovery phase, ads were initially run on weekdays, between 7 am and 1 pm. As the campaign progressed, targeting was refined to the highest performing time, between 10:00 am and 12:30 pm.

As the campaign progressed, targeting was refined to the highest performing time, between 10:00 and 12:30 pm.

Creative Idea

With relatively little seed data or hard information, Xaxis built an audience with two well-profiled segments. By delivering a two-stage campaign to each audience, they were able to use native advertising to raise awareness of both clients — GlobalGiving and the Girl Fund — from a relatively low base.

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Once the awareness was there, Xaxis capitalised on it with banner advertising to drive conversions. By closely monitoring data signals, the campaign team optimised media placement according to the highest converting times and contexts, helping to significantly increase conversions.

Platforms

Cross-devices: Desktop and mobile.

Effort was taken to contextually target campaign content based on publisher, content, and behavioural and other audiences cues.

Content distribution and promotion efforts

Effort was taken to contextually target campaign content based on publisher, content, and behavioural and other audiences cues.

For instance, native advertisements for the Girl Fund were placed in liberal publications such as The Guardian, next to content which addressed the themes of women’s empowerment.

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In this way, the campaign used native to build a high level of brand awareness among audiences known to be highly receptive to the message and ethos of the Girl Fund and GlobalGiving.

Size of team involved

7 (5 from Xaxis, 2 from GlobalGiving)

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The GlobalGiving campaign run in Q1, with five times as many donors as the next most successful campaign. It was also the highest-performing campaign ever run at this time of year for the organization

Results

  • Both campaign strands — the Girl Fund and the broader-based CSR activity — targeted 2,000,000 viewable impressions. Both achieved over double this figure.
  • The longer the campaign ran, the greater the increase in both traffic and conversions, suggesting that the awareness activity was having a positive impact on both.
  • The Girl Fund’s campaign was the highest-performing.
  • The GlobalGiving campaign run in Q1, with five times as many donors as the next most successful campaign. It was also the highest-performing campaign ever run at this time of year for the organization (as opposed to, for instance, during the festive season).
  • The activity raised $190,289 from 4,211 donors. That’s almost a 50% increase compared to the average for women-and-girl campaigns run by GlobalGiving in the past. This money helped to build a school for at-risk girls in Kenya, to educate girls in Afghanistan, support girls and their families in Vietnam, and fund many other vital charities and their projects.

This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.

DOWNLOAD: Native Advertising Trends 2017 – The Magazine Industry

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