Baseline
How do you make people in landlocked Switzerland, who associate the sea with sunscreen and piña coladas, aware of how important a healthy ocean is for them?
Greenpeace needs donations to push for the swift ratification of the global ocean treaty, which protects parts of the ocean from overfishing and pollution.
Solution
Marine conservation isn’t just about a fascinating ecosystem; it’s about all of us – and our survival. Half of our oxygen comes from photosynthesis in the oceans. If you breathe – and we all do about 23,000 times a day – you must care about the survival of the oceans. Whoever breathes, needs the sea.
This universal insight is the core idea of the integrated campaign. It will be adapted, deepened, and combined with transactional messages appropriate for each channel.
Result
With a media spend of CHF 140k, the digital campaign led to 140k landing page users, 220k sessions, and 250k page views. The CPV of the video ads was a low 2.3 cents. The CTR in the consideration phase was a high 1.23%. The average donation amount via digital channels was CHF 82, clearly above the benchmark.
The mailing showed strong conversion and exceeded the target: 4.5% response, over 5,000 conversions. The lead magnet campaign generated 3,200 leads with a CHF 40k spend.
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