How OMD New Zealand steered a child poverty charity through a stormy winter
OMD New Zealand/KidsCan won at The Drum Awards for Digital Advertising 2022 in the Not-for-Profit/Charity category for it's raining child poverty in New Zealand. Here, we find out more about what went into this successful campaign.
OMD New Zealand steers child poverty charity through a stormy winter
The plight of New Zealand children living in poverty has surfaced in a new campaign that equates those in need to a building storm. Acknowledging the competing demands on discretionary spending from inflation to the Ukraine war the campaign sought to stand out from the charity chorus by delivering a weather forecast with a difference.
A fundraising goal of $500k was set for KidsCan, enough to provide breakfast to 8,300 children for a month. This was born from shocking figures showing that a sixth of children in the country are classed as living in poverty. In addition to the cash sum, the campaign was to drive a monthly subscription-giving program and generate 1,500 email leads.
Breaking down barriers to giving the campaign harnessed the universal language of weather for its Winter Appeal, the strategy emphasized an existing partnership with Meridian Weather to deliver an omnichannel data-led strategy. In partnership with The Trade Desk, KidsCan was able to optimize spending by analyzing existing donors to better target messaging and inform frequency.
The campaign smashed its targets with donations topping $657k, bolstered further by the sign-up of 851 new monthly donors. Email leads also came in way ahead of expectations at over 4,000 and awareness of the Meridian Energy partnership jumped from right to 13.9%.