Goals and objectives
6 out of 10 Swedes donate money to charity, and donations have doubled since 2011. The amount of donors increased greatly during 2015, as a consequence of the harrowing reports from the civil war in Syria – and the migration to Sweden that followed. Since then, however, the number of donors has decreased and there have been indications that there’s now difficulty to attract new donors. SOS Barnbyar is a charity organization with low marketing budgets resulting in the need to see a clear ROI on all marketing efforts.
Most of their marketing investments have been placed in linear TV historically, hence this media has dropped significantly in usage. Social media have resulted in a good ROI lately. However, SOS Barnbyar felt they needed to try something new to build a deeper understanding of the 200 million lost children and their urgent needs. The goal of the campaign was to increase the preference for SOS Barnbyar among our readers and push for instant donations via gripping storytelling – fit for Sweden’s biggest media outlet.