{"id":611,"date":"2017-10-11T01:15:49","date_gmt":"2017-10-11T01:15:49","guid":{"rendered":"https:\/\/theadclub.org\/mid2017\/?p=611"},"modified":"2017-10-12T16:07:33","modified_gmt":"2017-10-12T16:07:33","slug":"pro-bonononprofit-activation","status":"publish","type":"post","link":"https:\/\/events.theadclub.org\/mid2017\/2017\/10\/11\/pro-bonononprofit-activation\/","title":{"rendered":"Pro Bono\/Nonprofit Activation"},"content":{"rendered":"<div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-12 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h4 style=\"text-align: center;\"><span style=\"color: #999999;\">The 2017 Maven Awards<\/span><\/h4>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h2 style=\"text-align: center;\"><span style=\"color: #000000;\">Pro Bono\/Nonprofit Activation<\/span><\/h2>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 25px; height: 25px;\"><\/div>\n<div class=\"hr-thin style-line\" style=\"width: 50%;\"><\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h3 style=\"text-align: center;\"><span style=\"color: #ff6600;\"><strong>CTP<\/strong> for Save The Children<\/span><\/h3>\n<p style=\"text-align: center;\">Nursery Rhymes<\/p>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t\t<\/div> \n\t<\/div> \n<\/div><div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-3 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_single_image wpb_content_element vc_align_left\">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<a href=\"http:\/\/a-g.com\/\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2016\/09\/ctp-maven.jpg\" class=\" vc_box_border_grey attachment-medium\" alt=\"\" srcset=\"https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2016\/09\/ctp-maven.jpg 300w, https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2016\/09\/ctp-maven-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n\n\t<div class=\"vc_col-sm-9 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_video_widget wpb_content_element\">\n\t\t<div class=\"wpb_wrapper\"><div class=\"wpb_video_wrapper\"><iframe loading=\"lazy\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/4QTp7G_HI1Q?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n\t\t<\/div> \n\t<\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"page\" title=\"Page 18\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>The goal of this campaign was to raise money for children in need. We were dealing with limited budgets and a highly cluttered, sea-of-sameness market. To stand out and drive results, we needed a strong concept and hard-working execution. We needed to identify a universal theme and make a visceral connection. Something users could all relate to, and tie back to their own childhood\u2014their own children.<\/p>\n<p>We landed on nursery rhymes. We all know these famous nursery rhymes by heart. Row, Row, Row Your Boat. Ring Around The Rosie. Rock-A-Bye Baby. The rst chords stir fond memories. Inherent feelings of safety, security, and innocence.<\/p>\n<p>But this campaign hijacks childhood itself by juxtaposing the lyrics and music of these well-known nursery rhymes against the stark realities of children living in war-torn countries\u2014showing their lost innocence and desperate need for our help.<\/p>\n<p>Row, Row, Row Your Boat juxtaposes a child refugee eeing their war torn country in a lifeboat, against the lyrics \u201cLife is but a dream\u201d. A child in Syria whose home has been reduced to rubble gives new context to \u201dAshes to ashes, we all fall down\u201d.<\/p>\n<p>Our media plan needed to be surgically-targeted to build awareness, yet effectively drive donations for Save\u2019s most important fundraising season with high- impact media reaching users who have displayed a past interest or behavior online in non-pro t using a full funnel approach.<\/p>\n<p>Programmatic partners were tested to adequately ll the prospecting cookie pool at scale to re-market against for ef cient conversions. Optimizations were ongoing.<\/p>\n<p>Awareness and direct response tactics were put into play. Video executions and carousel units rotated on paid and owned social media Twitter, YouTube, Google+. STC donor list look-alike audiences were created on Facebook &amp; Instagram.<\/p>\n<p>First-ever Amazon non-pro t brand page was developed; custom-rich media and dynamic product retargeting ads ran throughout 4th quarter during holiday season.<\/p>\n<p>This campaign is so unique and powerful because it started with a simple, viscerally powerful concept, which connects with people on a very basic, inherently human level.<\/p>\n<p>Not only was this campaign powerful from conceptual and emotional standpoints with 270K+ views and a 97% video completion rate (vs. channel average 57%). But it also drove their highest-ever donation amounts, generating a 3x higher conversions (vs. YAG) and 268% increase in ROI (vs. 2016) with a combined reach of 20MM in just six weeks.<\/p><\/div>\n<\/div>\n<\/div>\n\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The 2017 Maven Awards Pro Bono\/Nonprofit Activation CTP for Save The Children Nursery Rhymes The goal of this campaign was to raise money for children in need. We were dealing with limited budgets and a highly cluttered, sea-of-sameness market. To stand out and drive results, we needed a strong concept and hard-working execution. We needed&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-611","post","type-post","status-publish","format-standard","hentry","category-2017-winner"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"The Ad Club","author_link":"https:\/\/events.theadclub.org\/mid2017\/author\/theadclub\/"},"_links":{"self":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts\/611","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/comments?post=611"}],"version-history":[{"count":0,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts\/611\/revisions"}],"wp:attachment":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/media?parent=611"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/categories?post=611"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/tags?post=611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}