UNICEF and Advance Metrics raise awareness of will donations
Using a full-funnel campaign developed by Advance Metrics, UNICEF has effectively raised public awareness of the topic of «bequests.» The goal of this broad-based campaign was to encourage people in Switzerland to include UNICEF in their wills—and thereby provide long-term support for projects aimed at protecting and promoting the well-being of children worldwide.
The campaign was orchestrated across several digital channels: Meta Ads generated attention with awareness and lead campaigns, while Google Ads and targeted SEO measures increased visibility in searches. At the same time, Advance Metrics optimized the landing pages for conversion and user experience. The result was a consistently networked communication strategy that accompanied potential will donors from the first contact to the actual contact.
The success speaks for itself: UNICEF reached over 700,000 new users within six months. Engagement on the Legate landing page increased by an impressive 220 % after the start of the campaign, and the number of qualified leads - particularly via Facebook LeadForms - exceeded all expectations.
"Advance Metrics successfully managed our legacy campaign with a full-funnel strategy. We were particularly impressed by the quality of the leads generated via social media," says Rosanna Clarelli, Senior Manager Legacies & Inheritances at UNICEF.
With this campaign, UNICEF wants to show how digital marketing can touch, inform and activate even sensitive topics such as estate donations.
