Case Study: Growing support for The Red Cross

In 2018, Unruly launched a pro bono charity ad campaign in Sweden to help The Red Cross, the global charity dedicated to supporting communities around the world when crisis strikes.

The ad campaign was designed to generate awareness among donors, increase support of humanitarian causes and compassionate values. The charity also wanted the campaign to generate new leads to grow future donations. 

Harnessing the power of emotional data

The Red Cross partnered with Unruly to harness the power of emotional data and targeting, to ensure the ad campaign was as effective as it could be.

The charity produced three videos which evoked emotions of sadness, pride and warm-heartedness. Audiences also said they felt informed when watching the videos.

Red Cross charity ad campaign

The intended audience was urbanites aged 25 and over. In order to reach this audience, the brand used Unruly’s proprietary targeting tool UnrulyEQ to test the videos and find the most engaged audience (bullseye group) to target and increase the core key performance indicators.

The ad was then targeted at the bullseye audiences and distributed at scale across our Premium Publisher Network. The video players were customised with bespoke brand bars and sharing buttons to boost brand recall and interactions.

Smashing the campaign results

The results were extraordinary. The campaign delivered an amazing 279,769 full completed video views!

What’s more, with the use of the custom audience targeting (building the audience with the most intense emotional response to the video) the campaign achieved an extra 90,000 completed views. The UnrulyEQ Customer Audience targeting video also achieved an uplift click-through rate of more than 28% and more than 10% uplift in average time spent with the video.

The campaign over delivered by of 3%, which resulted in 7,042 views in added media value and brand awareness. The total completion rate for both films was 51.25% which is a great result in comparison to our benchmark. Viewability scored 73.30%, beating MOATs industry benchmark in Sweden of 59.3%. The campaign delivered a total of 3,246 hours spent with the brand!

Red Cross charity ad campaign

The Red Cross was extremely impressed with the results which hit all of its campaign objectives and smashed expectations!

“Unruly was quick to understand the needs of our charity ad campaign. Through both analysis and optimisation, Unruly contributed to an increase in engagement and distribution of Red Cross material. The Unruly custom analysis and the emotional data targeting generated increased donations to the Red Cross. This was valuable in helping us hit specific campaign goals and in generating insights which will help to inform our future communication strategy.”

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Huawei is a leading global provider of information and communications technology infrastructure and smart devices. With integrated solutions across four key areas; telecom networks, IT, smart devices, and cloud services.

Unruly started working with Huawei on global video campaigns in 2015. Since then, 19 campaigns have been distributed across 10 markets in Europe, Asia and North America.

The power of environment

UnrulyX helped Huawei to grow its brand, and ensure it communicated the right messages to the right audience, by delivering more than 15 million views to high profile premium publishers and brand safe environments.

At Unruly, we know that the environment of an ad is extremely important. The content that your ad sits next to can greatly affect how it’s perceived. Studies prove that ads delivered in premium environments produce greater levels of engagement and long-term memory encoding among consumers, compared to ads on other sites.

Harnessing the power of emotional data and targeting

In 2018 Huawei launched ‘The All New Huawei P20’ campaign in Singapore, and created a number of ads which evoked the emotions of amazement and inspiration.

Huawei’s campaign aimed to encourage engagement and drive completion rates of its video within a niche audience. To achieve this, it partnered with Unruly to harness the power of emotional data and targeting.

UnrulyX private marketplaces seeded the ad in premium, contextually relevant sites. UnrulyX private marketplaces are made up of groups of premium publishers which resonate with a campaign’s target audience.

A 30-second version of the Huawei’s P20 ad was distributed at scale across Unruly’s Premium Publisher Network.

Outstanding results

The campaign delivered an outstanding 1,266,864 full completed views of the 30-second video.

The completion rate was 71% exceeding our benchmark of 55.46%.

The MOAT viewability rate was 75%, which was well above the benchmark of 58.8%.

15,384 viewers interacted with the ad, and there 11,592 clicked through to the website.

Jan Harling, Global Media Investment Director at Huawei had this to say about our partnership:‘Unruly has been a strategic partner we have cooperated with on various campaigns on a global level. They are not only extremely proactive and supportive to deliver more than just views, but also offer support and creative advice that helps to elevate our efforts to the next level.’ 

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