Mobile users in the UK now more aware of charity organisation’s work.
A UNICEF UK mobile marketing campaign has significantly increased brand awareness and support for the charity, a study by global market research agency Millward Brown has shown.
Created by Ogilvy & Mather UK, the UNICEF UK mobile campaign’s results mark the first occasion on which an almost entirely mobile focused campaign has had brand impact for a charity in the UK. It also serves as a clear indicator that consumers can be significantly influenced by mobile advertising.
UNICEF UK’s ‘Speak Up for Children’ campaign was launched earlier this year in a bid to put pressure on Nick Clegg to emphasise the needs of children at June’s Rio+20 Earth Summit.
Mobile marketing experts Wapple created the mobile website using patented technology that ensured that the site worked across as many different mobile handsets as possible, not just smartphones.
The campaign asked people to sign an online petition aimed at the deputy Prime Minister through 400 million mobile phone banner impressions.
The effectiveness of the Speak up for Children campaign was researched by Millward Brown, whose proprietary ad-effectiveness tool - AdIndex for Mobile – was used to compare the views of a group of respondents recruited before the Speak Up for Children activity to a group recruited during the activity.
Overall results showed a 5.1 per cent increase in association that UNICEF improves the lives of children; a 5.5 per cent increase in favourability towards UNICEF; a 4.3 per cent increase in intent to donate to UNICEF; and a 15.5 per cent increase in perception that UNICEF is unceasingly committed, despite this not being an overt part of the campaign content.
Laila Takeh, Head of Digital Engagement at UNICEF UK, said: “We were delighted to be able to pilot a mobile marketing campaign at scale, and on a very important topic.”