Vienna, 6 October 2020. Hat-trick for Doctors Without Borders. With three awards in the categories “Online Campaign of the Year”, “Spot of the Year” and “Innovation of the Year”, Doctors Without Borders was the big winner at the most important award ceremony in the fundraising industry, the Fundrainsing Award 2020, on Monday at the Europahaus Vienna. Doctors Without Borders received support from the Viennese performance marketing agency Corvis, which won with its online campaign “Happiness is contagious” and the spot “You are not alone”.
In 2019, Corvis faced the challenge of implementing the first integrated cross-channel campaign for new donors online. In the following online campaign “Happiness is contagious”, Corvis used a three-phase model to encourage new donors to finance international missions at Christmas, the New Year and during the pandemic. Corvis CEO Markus Siuda: “First of all online communication was rebuilt with a focus on emotional, high-interaction social media ads as part of a full-funnel strategy. Then we increased attention and engagement with organic Facebook posts and a series of videos. Finally, we led all interacting users with different, informative ad creatives to a specially developed donation page. Retargeting and ongoing campaign optimization ultimately led to new contacts that were successively converted to online donors. The newly acquired donors were eventually built up into returning donors through targeted email marketing.” This sophisticated strategy was crowned with success. In this way, not only new and younger target groups could be tapped, but also the number of new and permanent donors doubled in the comparative period.
Already at the beginning of the pandemic, Doctors Without Borders registered a high need among the population for medical and psychological care. Under the title “You are not alone”, the spot was the prelude to a video series for psychological help during the lockdown. The spot was produced from existing footage shot during a deployment in Hong Kong. The concept and production (editing, dubbing) for the “You are not alone” series were created in Austria in collaboration with Corvis and director Paul Schwind. The spot was distributed exclusively via high-reach channels such as ORF, Pro7Sat1 Austria, RTL, Youtube and Facebook.
Markus Siuda: "Even the initial video on the subject of anxiety received more than 140,000 views and was shared 25 times more often than other Doctors Without Borders videos on average. At the same time, Doctors Without Borders's Facebook page was added to the Facebook Coronavirus InfoCenter as a "recognized health organization." As a result, millions of euros could be regularly achieved in German-speaking countries.
“Until last year, performance marketing was completely new territory for us. With Corvis and director Paul Schwind, we were able to form a professional team that developed creative and exciting approaches for future donors and put our digital new donor acquisition on a new footing,” says Andreas Plöckinger, Fundraising Director of Doctors Without Borders Austria. The success is measurable – the campaign more than doubled the number of new and permanent donors in the same period.
Andrea Buhl-Aigner, Head of the Digital Communications Unit at Doctors Without Borders Austria, is also pleased with the impact and efficiency of the new marketing approach to fundraising. “The Corvis team quickly found their way in our often very complex, medical emergency world and developed emotionally very strong, impressive videos and ads in a very short time. With the performance campaign, we were able to test numerous new content and accesses and develop a solid audience base,” says Buhl-Aigner.
Corvis is an international performance agency based in Vienna. Founded by Martin Siuda, Markus Siuda and Nick Langer in 2014, the eight-person agency offers data-driven performance marketing in the areas of B2B and B2C. Corvis scores here with a combination of management consulting and online marketing with a focus on measurable results. In addition to Doctors Without Borders, the team serves clients such as Swarovski and Investment Punk as well as numerous media & advertising agencies.
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