Humanitas
Impact Brand Awareness: new channels activation.
In 2020, only 60% of Italian taxpayers had chosen to donate their 5×1000 (a voluntary portion of personal income that Italian citizens can donate to an NGO of their choice). In addition, the volume of participating NGOs increased year on year, making it harder for particular NGOs to stand out. Therefore, we had two challenges to overcome: the first was improving the overall notoriety of the 5×1000 initiative amongst the Italian population; the second, was helping Humanitas to become top of mind in the decision-making process by increasing brand awareness. We also needed to find new ways to connect and engage with boomers, millennials, and Gen Zs, who were increasingly overwhelmed by excessive information.
«Complete the res_ar_h» campaign.
We developed a two-pronged strategy that created synergies for our client on two levels: on one hand, consolidating awareness of the 5×1000 initiative on the other, making Humanitas Research stand out at he moment of selection.
From the beginning, we chose a style of communication that was visually engaging, direct and interactive, but also closely related to the client’s corporate campaign’s content. We focused our efforts on digital environments to get our audience involved and we highlighted the role and importance of research.
With a mix of Facebook, Instagram, Spotify, LinkedIn, we were able to reach new user groups and improve Humatitas’ brand awareness, especially on Spotify.
A month in, our multichannel campaign yielded outstanding results. In addition to exceeding the established KPIs across all channels, the project generated high levels of commitment, with participants showing remarkable engagement and enthusiasm.
If you’d like your brand to stand out and be seen as a leader, if you want it to grow amongst new niche audiences, we can create highly creative, strategic solutions that tap directly into customer insights.
To crate maximum impact, we fully integrate content within our global communication and multichannel marketing plans.
If you are seeking to build valuable relationship with your audience, you can count on us.
In new territories, we boosted engagement and conversion by imbuing this NGO’s communications with a touch of playfulness and nostalgia.
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