Plan International Canada

Overview

Plan International Canada, a member of a global organization dedicated to advancing children’s rights and equality for girls, sought to raise awareness for their Gifts of Hope initiative and drive gift purchases (donations that would bring tangible goods and vital services to children and families abroad that need them most) during one of their largest revenue-driving campaigns of the year.

Campaign details

Plan International Canada and agency The Aber Group partnered with VDX.tv to test out the efficacy of video advertising to help drive donations for their annual Gifts of Hope campaign. Opt-in VDX ad formats were used to offer users a non-intrusive experience. Furthermore, a CPV (Cost per View) pricing model optimized towards and guaranteed 100% viewability, ensuring that the brand message was seen.

Creative

In order to showcase Plan International Canada’s colourful, quirky, educational video (produced by doug&partners) promoting the unique Gifts of Hope initiative, a tailormade VDX ad unit was built to amplify the video message across both desktop and mobile devices. Unlike traditional digital video executions, VDX seamlessly incorporated a strong and appealing “Shop Now” CTA directly into the video unit’s branded canvas to swiftly drive users to make a donation.

Targeting

In order to reach new audiences and those users most likely to donate, the campaign employed proprietary interest-based audience targeting and custom channel targeting. Retargeting was used to activate the highest value supporters, when and where it mattered most.

Channel Targeting: Society & Culture, Home & Family, News & Media, Lifestyle Channels

Topic & Behavioural Targeting: Frequent Charity Donors, Charity & Non-profits, High Net worth Individuals, Politics & Society