27% improvement in petition signatures for Action Aid
We partnered with Action Aid Denmark to re-engage mainstream Danes in the climate conversation
client
timeline
outcome
CLIENT'S ORIGINAL MEDIA
process
AUDIENCE MAPPING
We used open source polling and trends data to map the maximum persuadable audience instead of the audience that's already engaged.
We identified cultural affinity, digital behaviors, values and current interests – not demographics alone.
POSITIONING
We analysed the climate NGO landscape, including Action Aid's competitors' messages, current audience perceptions and barriers to engagement.
And we came up with fresh positioning and ideas to energise a new audience with the idea that Action Aid is actually creating the change they need.
TARGETING INNOVATION
We turned off targeting automation and AI optimisation for our new videos (but left them on for the old video).
We created new target audiences based on our mapping of the persuadable mainstream - the people who could be with us, but are less engaged and therefore don't get NGO messages served to them by the platforms.
We developed multiple messaging angles to cut through and connect with the typically disengaged middle.
We rooted each new message in a unique user motivation hypothesis
Our UX strategies hinged on personal relevance and curiosity
We used an emotional palette less commonly associated with climate messaging
To quantify our impact on both the echo chamber and the mainstream, we used an innovative experimental methodology:
We compared the cost-per-engagement of the different media with the different audiences
And we saw up to a 27% improvement in the cost per petition signature
More mainstream
engagement
Equal echo chamber engagement
No increase in media spend
REDUCE POLARISATION / increase consensus
The results show it’s possible to significantly expand engagement – up to 27% – with the climate conversation
KEEP CLIMATE TOP OF MIND
Traction drives social change - and when issues dominate the discourse, they stay top of mind
increased COST effectiveness
Overall, that means we can increase macro social impact AND expand our potential donor pool without needing to spend more on distribution
© Logiq Media, 2024 | A project of Idea Dept
