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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 

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TESTIMONIALS

RAM's ad effectiveness research solution has become an integral part of our commercial offering over the last five years. As news brands continue to grow and evolve in a multi-platform world we have sought to package up our audience in new and innovative ways. Proving the the impact of multi-platform advertising is a vital component of this new approach - something that is made both simple, scaleable and effective with RAM - and something that resonates strongly with our agencies and clients

-Ian Gibbs, Head of Commercial Insight, Audience Department, Guardian News & Media

Afiliaciones

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