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.

Winterhilfe supports people living on the poverty line in all regions of Switzerland. Over 50,000 people throughout Switzerland receive over CHF 14 million in Winterhilfe benefits every year. The national aid organization relies on donations to finance its work.

The digital fundraising campaign launched last calendar year was created by Studio Thom Pfister and builds on last year's campaigns. 15- and 6-second animations show how you can achieve a lot with very little. The concept is based on the idea that "not everyone can afford health". The concise and easy-to-understand illustration style also characterizes this year's donation campaign. It was launched on July 1, 2024 and is played out via the tried-and-tested channels YouTube, Facebook, Instagram and Google. According to figures, impressions have already increased by 12% in just one month since December 2024.

Responsible at Winterhilfe: Monika Stampfli (Managing Director Winterhilfe Schweiz), Esther Güdel (Head of Communication Winterhilfe Schweiz), Florence Regad Buholzer (Responsible for Marketing and Communication Suisse Romande). Responsible at Studio Thom Pfister: Thom Pfister (Creative Director, Idea/Concept), Ursula Rytz (Project Management/Text), Marianne Schoch (Consulting), Roland Zenger (Art Director), Sharon Moor (Graphic Design), Daniel Hackiewicz (Graphic Design & Web Development), Sandro Jungi (Clockwork, Online Marketing), Jerome Diktas (Clockwork, Media Coordinator), Martin Lehmann (Bluebox, Sound).

The aim of Caritas Switzerland's 2023 cross-media Christmas campaign was to generate donations and raise awareness of the non-profit organization's (NPO) work abroad. Caritas Switzerland combined several channels to achieve this: Direct mailing, OOH, DOOH, print ads, email, display, social media ads and SEA.

The impact study conducted by Exactag on behalf of Post Advertising examined how well this cross-media mix worked and which channels generated the most donations. It was compiled with the help of "marketing mix modeling" - a "complex but particularly informative methodology", according to Exactag.

"The findings of the marketing mix modeling help us to use the media budget for the next campaign in a more targeted way and to address the relevant target groups even more precisely," says Christoph Keiser, Co-Head of Fundraising + Marketing at Caritas Switzerland.

Valuable insights for all industries

Marketing mix modeling is based on a large amount of data, most of which is confidential. This is why the results are hardly ever published. "The fact that Caritas Switzerland is providing an insight into the results of this study is remarkable," says Daniel Schönmann, Head of Advertising Research & Communication at Post Advertising. "As a large NPO, it is deliberately making the findings of the study accessible to smaller organizations and companies from other sectors. This means they can also benefit from it and optimize their cross-media campaigns."

Direct mailings are particularly effective

The impact study shows that well over 50 percent of the donation volume during the campaign period can be attributed to the cross-media advertising campaign. These additional donations are also referred to as incremental donations. It is the net increase in donations that would not have been expected without the advertising measures. Direct mailings make the greatest contribution to the impact of the media mix, which confirms their dominant role as a medium that triggers action in fundraising. OOH and DOOH also have a disproportionately high impact on the generation of donations with appropriate advertising pressure.

Increased cross-media increases efficiency

In addition to the effectiveness of the channels, the study also examined the efficiency of the campaign. In the 2023 Christmas campaign, Caritas Switzerland increased its net campaign costs by ten percent compared to the previous year, thereby increasing incremental donations by a disproportionately high 37 percent. As a result, the return on advertising spend (ROAS) rose by 24%. This higher efficiency is primarily due to the increased cross-media approach - the cleverly expanded media mix. According to the efficiency analysis, direct mailing is the top performer in terms of ROAS, followed by DOOH and display advertising. These three channels reinforce each other.

Three recommendations for the cross-media strategy

The study derives three key recommendations for NPOs and companies from other sectors to optimize their cross-media strategy. Firstly, they should utilize the synergies between the three top performers direct mailing, DOOH and display advertising. Such a realignment of the media mix increases the overall effectiveness of their campaigns. Secondly, the study recommends optimizing campaigns regionally: Data & Analytics can be used to identify regions of great importance. If advertisers specifically increase their advertising pressure in these areas, they not only increase the impact but also the efficiency of their campaigns. Thirdly, optimizations in campaign setting and media mix should be made in small steps in order to continuously monitor the effect.

The Impact study by Exactag on behalf of Post Advertising is based on marketing mix modeling. This combines three methodological steps: long-term analysis, campaign analysis and intra-channel analysis (environments). The procedure was closely coordinated with Caritas Switzerland. The data came from various sources, was anonymized and validated together with the NPO. The use of statistical methods and machine learning processes made it possible to identify patterns in the data. Correlations between advertising expenditure and donation income became visible, enabling targeted optimization.

Around 120 million people are currently on the run. This is more than ever before in human history. Many displaced people are threatened by winter. Children, women and the elderly are particularly vulnerable to the icy temperatures.

Whether in refugee camps in countries such as Syria, Lebanon and Afghanistan or with people displaced by war in Ukraine: the UNHCR is on the ground and is also providing help thanks to donations from Switzerland. With emergency shelters, tents, beds, blankets and heaters, the United Nations refugee organization enables those who have fled to survive the winter.

This help is symbolized by the protective hands of the UNHCR logo, which are, however, embodied by the real hands of the donors. The result is impressive images of people seeking protection while fleeing, who receive urgently needed support thanks to the UNHCR and the donors.

People are encouraged to donate via DOOH posters, banners, social media ads and traditional donation mailings in letterboxes. A DRTV commercial in the run-up to Christmas provides additional support for fundraising.

Responsible at Switzerland for UNHCR: Fanny Dardeau (Head of Individual Giving), Silvia Burisch (Individual Giving Manager), Bogdanka Jovanovic (Donor Engagement Manager). Responsible at Spina's Civil Voices: Susi Kammergruber, Steph Huwiler (creative direction), Andrea Duttweiler (text/concept), Nicolas Stark, Soraya Janser (graphics), Tom Malecha, Filme von Draussen (video production) Corinne Bucher (consulting).

For the ninth year in a row, Evoq is implementing the winter campaign for Sozialwerk Pfarrer Sieber, showing the NPO from a new angle this year. Bright pink and happy faces bring color to the wet gray of the Zurich winter and place the traditional Zurich emergency shelter and thus the heart of the NPO's long-standing commitment at the center of the campaign: the Pfuusbus.

Based on the setup in Albisgüetli, the campaign focuses on the eye-catching color of the pink awning and visualizes the bus as a place where all people in need can find a place in a safe, understanding and non-judgmental community. The strong color scheme and the iconographic shape of the Pfuusbus is the unifying element across all media and is intended to be a real eye-catcher in the festive sea of stars and lights.

At the heart of the fundraising campaign is the addressed mailing as well as a flyer in which the stories of those affected are portrayed and at the same time show how important the Pfuusbus is in their lives. Reach and visibility are further increased by hanging boxes in the VBZ streetcars, F12L posters at the main railway station, promotional areas in post offices as well as advertisements and newspaper supplements.

In addition to the print campaigns, five short ads on various topics on social media and paid media are intended to ensure additional involvement and thus complement the media mix. Always with the aim of directing viewers to the landing page Pfuusbus.ch and to ask for a donation.

Responsible at Sozialwerk Pfarrer Sieber: Kees van der Plas (Fundraising), Sandro Süess (Online Marketing & Social Media), Elena Philipp (Major Donors & Foundations), Walter von Arburg
(Communications Officer). Responsible at Evoq Communications: Adrian Schaffner (mandate management and consulting), Susanne Pfäffli (concept, creative direction); Markus Wohlhüter (concept, art direction), Corinne Brunner (design), Giannina Binder (motion design and animations), Jonas Krull, Caroline Hohmann (graphics, DTP), Marcel Marty (programming). Casting: Find a Face, Rennie Diethelm. Photography and film: Nicola Tröhler.

Locate your own beer on the shelf

They can hardly wait to find their own beer in a Coop supermarket: Kilian from the 3rd year of apprenticeship as well as Franco and Cédric from the 2nd year of apprenticeship as brewers at Feldschlösschen were already allowed to come up with a new beer idea half a year ago. From the determination of the beer style, to the selection of the raw materials, to the first test brews, they were responsible for the new Feldschlösschen Kellerbier. From now on, this work can be found in the 6-pack for a short time in larger Coop supermarkets.

What is cellar beer?

A Kellerbier is an unfiltered, naturally cloudy beer that used to be bottled directly through the Zwickel (sampling tap from the storage tank). For this reason, Kellerbiers are also known as Zwickel beers. Feldschlösschen Kellerbier is slightly cloudy and hoppy. For the cold hopping, the budding brewers chose the Swiss aroma hops Mandarina Bavaria and Cascade. These give the beer a fruity note of citrus and tangerine, which combine well with the beer's malty body. Feldschlösschen Kellerbier is ideal as an accompaniment to asparagus with Hollandaise sauce, boiled potatoes or ham. Feldschlösschen Kellerbier is already the 5th edition of the "apprentice beer" project, which aims to ensure the next generation of brewers in Switzerland.

In 2019, Feldschlösschen's apprentice brewers at the time brewed the Kristallweizen. Since then, the sales proceeds have been donated by Coop and Feldschlösschen to the training fund of the Swiss Brewers Association (SBV). The donation was used to set up a modern brewing workshop from which apprentices from all Swiss breweries can benefit each year. The SBC is committed to making the training of food technologists with a focus on beer better known and more attractive.

For ten years, Spina's Civil Voices has been creating cross-media campaigns to strengthen the seal of approval, always with the same basic concept. As a result, awareness of the Zewo seal of approval has almost doubled within a decade, the agency says. Also the attention with the donation decision had clearly increased.

To keep it informative and entertaining, the agency has given the current wordplay campaign a new twist: Now a single letter clarifies what particularly distinguishes organizations with the Zewo seal of approval. Since November 2022, the Zewo cubes have been spinning in customized adaptations on Facebook, Instagram and Twitter, in native ads on news platforms and in print ads.

Responsible at Zewo: Martina Ziegerer (Business Manager), Maja Gloor. Responsible at Spina's Civil Voices: Lorenz Spinas (CD), Reni Odermatt (text), Nicolas Stark (AD), Conny Geibel (consulting).

Havas Genève has proposed to the Theodora Foundation the new creative workshop concept "Behind the Curtain". The aim of the workshop is to use existing objects to transform the children's normal hospital room into the stage of a magical adventure: The hospital curtain serves as a gateway to an imaginary world that becomes reality.

In 2022, as part of "Behind the Curtain", the young patients of the Lucerne Children's Hospital and the Vaud University Hospital (CHUV) were encouraged to use their imagination to invent a unique story. This story, developed by the children under the guidance of the dream doctors, gave rise to the film "Rosie and the Rainbow." The elements of the story provide a glimpse into the feelings a hospitalized child may have on a daily basis in their hospital room.

Havas Genève is responsible for the concept and the creative platform, Unit 9 Films for the direction and the film production. In addition, a documentary film was produced to immerse viewers in the hospital environment.

"It's not often that you see advertising in the form of a ten-minute documentary and film," said Gabriel Mauron, ECD at Havas Genève. "This format helps to really understand the important work of the foundation and the very special relationship between the dream doctors and the young patients. 'Rosie and the Rainbow' shows how art and creativity can be used as a form of therapy, helping children regain their carefree spirit, even in the confines of a hospital ward."

The film "Rosie and the Rainbow" will be shown exclusively in one cinema in Lausanne and one in Lucerne, accompanied by the dream doctors of the Theodora Foundation and the children who co-wrote the story. The film and the documentary "Behind the Curtain" will be online from December 2022 at. BehindTheCurtain.ch available. Buying a ticket on the platform can support the work of the Theodora Foundation with children in hospital.

Responsible at Theodora Foundation: Franco Genovese (Head of communication), Patrizia Brosi, Seda Mediano ((Project manager), Jan Poulie, André Poulie (Vice Presidents). Responsible for Havas Village Geneva: Gabriel Mauron (Co-Managing director // ECD), Mathieu Cuvelier, Pierre-Antoine Gilles, Hadi Hassan-Helou, Tom Wrigglesworth, Matt Robinson, Simeon Brandner (Creatives), Solenn Laurent (Account director), Camille Delesalle (Co-Managing director). Film production: Unit9 Films (Production), Luke & Joseph (Directors), David Procter (DOP), Andrew Davies, Adam Dolman (EP), Harry Starkey-Midha (Producer), Daisy Heathwood (PM). Responsible for Absolute (VFX & Sound): Toby O'Connell, Jasmine Cooper, Antonio Jimenez, Joseph Tang (Flame Artists), Rahul Karavadra, Cameron Shanks (Nuke Artists), Joe Marsden (Sound Designer), Jenna Le Noury (Executive Producer), Rosanne Crisp (Senior Producer), Yasmin Tilly (Junior Producer). Responsible for Grizzle (Animation): George Stocking (Compositor), Freddie Littlewood (Animation Director), Ruby Taylor (Lead Animator). Music & Sound: Luke Seamore (Music for doco), King Lear (Music for film), Sarah Giles (King Lear, Music Supervisor). Colour: Steffan Perry (Company 3, Grade), Chris Anthony (Company 3, Head of Colour). Digital Production: Kévin Lagier (Creative), Clapy and UltraNoir (Studio).

"Challenge the super-rich" invites the population to show the richest people how solidarity works: with a small donation to Solidar Suisse, which a super-rich person - according to the challenge - should exceed at least 20,000 times.

Magdalena Martullo-Blocher would therefore have to donate at least 100,000 francs from her billion-dollar fortune to match a five-franc donation from the population. Whether she does so remains to be seen.

The campaign centers on a challenging video. This is accompanied by social media ads, YouTube bumpers and an email journey. Further campaigns are planned. All measures lead to the Landing page, where hundreds of people have already made their challenge donation in the first week of the campaign.

Solidar Suisse raises awareness of extreme inequality worldwide with its campaigns. In more than 60 projects, the Swiss development organization campaigns for a fair distribution of income, assets and opportunities worldwide. The strategic groundwork and creative implementation of the campaign come from Spina's Civil Voices.

Responsible at Solidar Suisse: Benjamin Gross (Head of Marketing and Communications), Susanne Rudolf (Campaigns), Sylvie Kipfer (Communications and Media French-speaking Switzerland), Melanie Wirz (Communications and Media German-speaking Switzerland), Pascal Krucker (Digital Fundraising), Christian von Allmen (Digital Fundraising). Responsible at Spina's Civil Voices: Lorenz Spinas (CD), Nicolas Stark (AD/concept), Beat Egger (text/concept), Gaby Füchslin and Lorenz Spinas (strategy), Andrea Oertle (consulting), Eric Schwegler (SoMe application). Sound: Hastings Zurich. Landing page and application SEA/Google/YouTube: Getunik.

The SWS urgently needs financial support from donors. Daniel and Kieran tell their life stories about how quickly a life can fall apart. Courageously and unembellished, they describe their experiences with drugs, party crashes, broken partnerships and the slippery slope Daniel got on. Both end up homeless on the streets, their existence shattered into a thousand pieces. In the Pfuusbus - an SWS emergency shelter - they meet people who listen to them and help them. In the SWS facilities Brothuuse and Urdörfli, both find their footing in life again. For Daniel, it is a place where he is allowed to be at home for the first time. For Kieran, it becomes an important step out of drugs.

The life stories will be told on social media, on the landing page, in mailings and a scatter shot. The campaign is complemented with animated online banners, ads and inserts in magazines and newspapers.

Responsible for Social Work Pastor Sieber: Walter von Arburg (Communications Officer); Matthias von Allmen (Fundraising); Kees van der Plas (Online Marketing & Social Media). Responsible for Evoq Communications: Adrian Schaffner (mandate and project management); Susanne Pfäffli (concept and text); Amanda Fuchs (design, photo and film production); Sara Streule (creative direction); Dominique Haussener (digital direction); Beatrice Burkart (frontend programming); Olga Yurlova-Brand (animations); Corinne Brunner (digital advertising media); Jonas Krull (color grading); Martha Bonk (DTP). Casting: Rennie Diethelm (Find a Face).

The subjects were given to the poster companies, APG, Clearchannel, and Neo Advertising, who generously supported this campaign. A QR code is integrated on each of the posters: When this is scanned, one lands on a donation page. Here, Zewo-certified organizations are linked to which you can place your donation, which will ultimately help the people in Ukraine.

The creative ones: Dominique Magnusson, Hekuran Avdili, Martin Schmidlin, Junia Geiser, Michael Kunz, Adrian Huwyler, David Hugentobler, Marcus Gossolt Guggenheim, Daphne Abderhalden, Karin Estermann, Walter Tagliaferri, Wolfgang Bark, Remy Fabrikant; Supporters: ADC Switzerland, Gioia Bozzato, Hanna Jackl, Frank Bodin, APG|SGA, Clear Channel, Neo Advertising, Creative without Borders, Jung von Matt Limmat, SibeSiech, Branders, Chill 'n' Flow, Inhalt und Form Werbeagentur LSA, Viu

In this year's winter campaign of the Sozialwerk in favor of disadvantaged people, Evoq addresses this silent but rampant loneliness. Especially in the dark days of December, the situation becomes increasingly worse and for those affected it is almost unbearable. The plight is illustrated with a person sitting in a sealed jam jar, literally cut off from the environment.

But the campaign also tells the stories of two sufferers. Panic attacks and addiction problems lead Christine and Thomas into deep depression, material hardship and endless loneliness. Living in Corona times makes it additionally difficult for the two to find a way out. And so it's not surprising that the thought of breaking up for good crosses Christine's mind.

However, the Sozialwerk Pfarrer Sieber does not leave anyone sitting in loneliness. The relief organization tries to stand by people, to provide existential help and, above all, to give them the security that they are not alone with their problems.

Mailings, social media and street campaigns

The central fundraising tool of the "Not macht einsam" winter campaign is an addressed mailing with giveaway, a scatter flyer in the shape of a jam jar, and inserts in selected media. In addition, the campaign will be supported digitally with video clips and social media measures.

In keeping with the key visual, jam was diligently cooked in the facilities of the Sozialwerk. The fruit came from the leftovers of large-scale distributors and the jars were donated by Vetropack. Around 3,000 jams were produced in this way, which are distributed at street campaigns together with a flyer. The aim is to raise awareness of the difficult situation and, of course, to generate additional donations.

The campaign landing page at Loneliness.swsieber.ch with the associated donation page was also designed and programmed by Evoq.

Responsible at Sozialwerk Pfarrer Sieber: Walter von Arburg (Communications Officer); Matthias von Allmen (Fundraising); Cristina Castell, Kees van der Plas (Online Marketing & Social Media); Elena Philipp (Major Benefactors & Foundations). Responsible for Evoq Communications: Adrian Schaffner (mandate and project management); Susanne Pfäffli (concept and text); Amanda Fuchs (design and film production); Dominique Haussener (digital management); Beatrice Burkart (frontend programming).