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.”

Check out our other case studies.

Click here to get in touch with our team and find out how we could help supercharge your ad campaigns!

Today we’ve been celebrating International Men’s day throughout the Unrulyverse. We ran a panel this afternoon where Unrulies from across the globe joined a discussion around mental health, equality, achieving a work life balance, and the expectations that are put on men.

A number of men who work at Unruly have also been participating in Movember, the annual event where men grow moustaches during the month of November to raise awareness of men’s health issues.

Through the awareness gained from tache-growers worldwide, Movember Foundation has now funded over 1,200 men’s health projects globally since 2003, ranging from partnerships with leading cancer researchers to grassroots projects to help suicide prevention. These are issues close to our hearts, affecting our families and friends, and the work Movember is doing is helping stop men dying far too young.

We’re now half way through the month and so we checked in with some of the participants to see how they’re getting on.

Some of the participants have sent us photos of their progress so far however their are two moustache imposters! Can you tell which ones aren’t Unrulies?

Selection of Unruly moustaches

Show your support by donating to the Unruly team’s Movember page!

Our Vice President of Strategy, Nicola Spooner, recently took part in Nabs’ Fast Forward programme and spoke to us about her experience and what qualities she believes make a great mentor.

Fast Forward is an eight-week training programme that brings together delegates from across the media industry in the UK to work on a live brief for a charity. Each year is different and this time around, we tackled a brief from the suicide-prevention charity Campaign Against Living Miserably.

Being a mentor was an amazing experience for me, and something that I’d never done before. I learnt a lot about myself, how to work better with others, and how to pass my skills and knowledge in a helpful and engaging way.

Over the next few paragraphs I’ve listed five key qualities that I believe you need to have to be a successful mentor.

1. A great listener

The most important thing to consider when mentoring anyone is to identify how to get the best out of your mentees. During Fast Forward, the first thing I asked each member of my group was to name their top strength and then also something they wanted to get better at. Listening to them, and knowing those answers meant we put the right people on the right areas to deliver the best pitch possible. I also had everyone feel like they’d stretched themselves out of their comfort zones, which is where I believe the true learning really begins.

During the process I learnt that I am very much a “do-er” and like to get involved. Being a mentor meant I had to take a step back, listen, and allow the team’s ideas to steer the ship. I will be doing more of this from now on!  

2. A good communicator

Being a good mentor took more prep than I originally thought it would. During the process I was constantly aware of the time pressure and tried to build a good structure to each of the group sessions so we all remained on track. I also recommended frequent meet ups across the week to keep up momentum. We also created a group Whatsapp for quick communication, troubleshooting, and as a place to record ideas when we were not together.

3. Dedicated

The biggest challenge I found during the mentorship was absenteeism. When you have a team who are relying on each others contribution and one person doesn’t show up, that has an impact on everyone’s work. We all have things that come up last minute which can be unavoidable, but it’s how you deal with that to pick up the slack and deliver what you promised as quickly as you can.

Being a mentor means you have a responsibility to those who you are mentoring, it’s not something that you should take lightheartedly as people are relying on you.  You need to ask yourself if you can commit the time needed. With work commitments of your own it can sometimes be a challenge to stick to your promises but it is so worthwhile if you can.

4. Honest

I hope that my team saw me as someone who was able to offer a constructive view of their work so they delivered the best pitch they could. I’m quite a supportive person by nature but have learnt the value of good feedback. Delivering good, honest feedback meant the team were able to make informed decisions about the project. It’s really hard to see the bigger picture when you’re in it day-to-day, so an objective person is always beneficial.

5. Passionate

I felt very passionate about the whole experience and believe this was the key to leading my team to success. I truly wanted us to win and wholeheartedly believed we would. It was great to feel inspired by the hard work and original thinking that the team delivered. The cause was Male Mental Health and we got so involved in the brief that the stakes felt high as we really wanted to make a difference to such an emotive and valuable cause. It’s good to care that much about your work.

Check out the Campaign article to find out more about Nabs’ Fast Forward programme and the mentors.

Unruly encourages staff to use the skills and knowledge that they have built up at Unruly, and throughout their careers, to help and encourage others in our communities, and the wider industry. Interested in working for us? Take a look at our latest job opportunities.

Last week Unruly competed in Ride Adland, a static cycling event that raises funds for NABS, the support organisation for the advertising and media industry.

What is a static cycling event I hear you ask? It’s where you cycle in front of a screen, on a virtual track against other riders doing the same thing as you across the world. Think of it like a kind of spinning-meets-digital-cycle-race, but more fun!

On the morning of 4 October, pompoms and foam fingers were at the ready as Unrulies from across our London HQ found time in their busy schedules to cheer on their fellow teammates!

We had two teams of ten cyclists take on the epic challenge, competing against teams from some of the world’s biggest media brands including the likes of Spotify, Snap, and Google.

All the sweat and tears paid off, and the event was a huge success raising an amazing £45,000 for the organisation! We are extremely proud of all our riders, and all the Unrulies who turned out to cheer them on. Check out our selection of photos from throughout the day…

Unruly team cycling in the office

Unruly team cycling in the office