In social media, you scroll to avoid. In emails, scrolling down is about getting more information. We used this to communicate our message “It’s time to look at the bigger picture” by sending an attention-grapping email that at first glance seemed to be a happy picture about Europe. When scrolling down, the bigger picture of the harsh and true reality of Europe appears and redirects to a campaign site.

Monthly newsletter IOM

Time line: 4th, 5th & 6th of April

Placement: HTML direct emailing

Scale: 150,000 subscribers

150,000 emails sent to subscribers

300% CTR increase = 12%

One of the most successful email campaigns in the history of IOM

We have formed our core idea in a way that leverage the email format to catch people’s attention and engage them in a new way.

To use IOM’s email database to reach influencers with a range of attention-grasping emails designed to redirect people onto the campaign site.

Despite the huge media coverage, Europeans remain largely blind to the scale of the refugee crisis. The biggest humanitarian disaster since WWII is happening all around us, but our minds could not be more detached from the issues affecting Europe.

This is particularly true in the social space where feeds still tell an idyllic story of a picture perfect Europe, oblivious to the suffering happening just a few miles away from where the pictures were taken.

In light of this, The International Organization for Migration needed help make people face the true extent of the migrant and refugee crisis in Europe.