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YS delivers refresh for World Vision ’40 hour challenge’
Independent integrated agency YS has launched its first major campaign with World Vision New Zealand. Together, they are delivering a strategic refresh of its ’40 hour challenge’.
Appointed to handle both media and creative, YS was tasked with modernising the campaign, the country’s largest youth fundraising event, to connect with a new generation of participants while driving crucial fundraising outcomes.
A data-driven approach
Kate Elton, head of brand and marketing at World Vision, says: “We selected YS based on their clear strategic smarts and integrated digital and creative approach.
“We’re focused on reaching more supporters more effectively, and it was important to have an agency partner with genuine depth in digital and data”.
The partnership’s first milestone is a refresh of the initiative’s design system. The new visual identity is designed to energise the extensive schools network that forms the backbone of the campaign.
In market, the media strategy moved away from traditional broad targeting, instead towards a more data-driven approach.
Drive deeper engagement and participation
Sophie Radford, YS client services director, says: “We used a modern customer data platform to coordinate anonymous audience data, allowing us to orchestrate specific messaging strategies across all digital platforms in real-time.
“By tailoring the messaging to where the audience is in their journey, we have built highly targeted lookalike pools to drive deeper engagement and participation.
“As a result, the World Vision ’40 hour challenge’ is pacing more than 30% ahead of target. We have already secured 93% of our total participant target while only utilising 70% of the campaign timeline and budget. Tracking significantly ahead of pace like this is a massive testament to the team and the infrastructure we’ve built,” Radford adds.
YS CEO Duncan Shand says: “We are absolutely thrilled with the results so far and the collaborative spirit of this partnership.
“This campaign perfectly demonstrates the tangible business impact of a truly integrated creative and media model. We live in a digital-first world, and working with a client like World Vision New Zealand which pushes boundaries as much as we do is incredibly exciting. We’re already deep into the work for the next campaign.”
