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The Irish Times - Engaging online visitors with unique and creative sponsored content

CHALLENGE

IrishTimes.com hosted an innovative fundraising campaign for Trócaire (the overseas development agency), highlighting awareness of unequal global access to clean water. Trócaire’s campaign focussed on Malawi, where drought and poor access to water characterise the majority of rural communities.

SOLUTION

The campaign took the form of an interactive story, driving our visitors through different narratives based on their decision to donate or not. Readers could witness the positive effects of donating by clicking on one button. Conversely, clicking on a button and opting not to donate brought visitors through the difficulties encountered by villagers not getting their support.

Narrative content included videos, infographics, and slideshows.
The Irish Times tested reader reaction to Trócaire’s campaign via the irishtimes.com RAM reader panel.

RESULTS

  • 86% agree the interactive story is a good initiative by Trócaire in highlighting issues of water shortage.
  • 78% strongly agreed the campaign is interesting. (Women were more likely than men to find it interesting.)
  • 47% agree they’re encouraged to donate having seen the campaign: In comparison, the average online charity advertisement in a United Kingdom- or Irish-based news media Web site will drive 16% of observers to express purchase interest (based on average scores of six charity sector Web ads tested on RAM’s software).


Read the full article here:  http://www.inma.org/blogs/research/post.cfm/video-driven-charity-campaign-on-irishtimes-com-drives-engagement-donations 

Fogarty-Charity2

TESTIMONIALS

The Irish Times use RAM to drive revenue from not only existing clients but also new revenue:
Clients love RAM: they get detail about how their insert worked or didn’t work. We gave one supermarket chain their RAM feedback on a Monday and secured three further ad bookings from them by the Wednesday. The RAM research we did for a book store on their Christmas insert campaign led to further bookings. We also take examples of successful inserts measured on RAM out to new clients to show them what results they could get by advertising with us. RAM is a great opening for us in accessing clients - instead of just selling to them we can offer them research on their brand which gets us appointments.

-Pier Wall, Senior Sales Manager, The Irish Times.

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