The aid organisation wanted to revitalise its donor base. It aimed to strengthen its vision, which is originally based on Christian values. As a result, World Vision defined churchgoers as its new target group. It wanted to create a reputation-building, value-based campaign aimed at this niche target group.
A broad mix of online and offline measures, targeted management of messages, thoroughly tested image and video assets, and (in particular) consistent analysis and ongoing optimisation of all targeting measures and creative content for Instagram, Google, online banners and print channels all quickly resulted in measurable success and, above all, better conversions from campaign to campaign.