First of all, we had to insure a steady and cost efficient stream of sign-ups from new and former collectors. Using re-targeting, behavioural targeting and ‘twinning’ based on data on former collectors, a number of complex bidding strategies was set up across Facebook and Display activities. Using Facebook and RTB targeting as a traffic-drivers to a sign-up landing page, we picked up the ‘unconverted’ users with re-targeting, resulting in both cheap traffic and a low CPL.

Approaching younger females, we needed to ask ourselves: “is doing charity work incentive enough for them to volunteer”? And “Do we need to offer them something extra, something special, to persuade them”?

Our approach was creating a ‘social’ Facebook-app that allowed users to start a collectors-team, invite friends to join and compete against other teams. The team with most collectors on the campaign day won a private concert with the pop-star Mads Langer.

12% of all collectors were recruited through paid and organic activities on Facebook while we achieved the lowest price per recruitment ever. Our efforts also led to an 23.2 % increase in likers and an immensely high engagement rate of 2% (benchmark 0.52%). The Facebook team-competition resulted in 801 sign-ups and the 79 members of the winning team witnessed a 2 hour private concert with Mr Langer, including a Q&A session. The activity spurred on social media during and after the concert left no doubt that Save the Children had just given these youngsters the experience of a lifetime.