Sadly, there are still far too many armed conflicts, natural disasters, epidemics and famines in the world, requiring the net to be cast much wider in terms of appealing for donations. There are myriad opportunities for MSF to speak out on a variety of topics and to diverse target audiences, and digital media is an ideal platform for generating the donations it needs in a more flexible and immediate way.
MSF is keen to bring more relevance and consistency to its digital advertising campaigns while keeping campaign production costs down. The charity turned to ADventori to develop its new advertising banners and subsequently organize and run all its digital display campaigns.
Thanks to ADventori’s expertise, MSF has managed to achieve the following in just 12 months :
Digital creative assets standardized across all its acquisition channels.
Creative production costs streamlined and creative performance optimized.
Amplification du reach des messages diffusés toute l’année grâce à la scénarisation des campagnes.
Reach of year-round messaging increased thanks to campaign scripting.
Online responsiveness improved to support emergency messaging for humanitarian disasters.
Donor insights integrated into campaign scripting.
The responsiveness and cost-effectiveness of this new organization are key to maximizing MSF’s brand awareness and recurring donations while minimizing the time spent on project management and creative investment.
Acquisition and retargeting campaigns have been launched using 7 IAB formats across all MSF websites. Audience segments generated by the LiveRamp CRM Onboarding platform provide optimized campaign targeting. Several trading desks manage media buying, and a third-party tracking partner is supporting all MSF campaigns.
ADventori’s solutions include :
Providing a dedicated team to support and run campaigns.
Setting up collaborative tools to simplify project management and online campaign launches.
Developing a comprehensive tagging plan for all MSF websites.
Producing a scenario handbook to transform all MSF campaigns into a data-driven, always-on campaign running all year round.
Developing a decision tree to deliver different messages depending on the audience segment and brand strategy.
Creating consistent banner ads that balance branding and performance.
Creating a meta-template to reduce creative costs and make campaign launches more fluid.
Performing multivariate tests to identify which banners generate most conversions.
Producing quarterly campaign statistics reports.
In addition to automating the delivery of our messaging, having a single point of contact responsible for organizing and running our digital acquisition and retargeting campaigns has made us more efficient.
