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Successful donation appeal for Ukraine
Swiss Red Cross
Fast support for people in need during the war in Ukraine. The Swiss Red Cross (SRC) called on the Swiss people for donations. The underlying principle of the campaign was that the more people it reached, the better. For the first time, only Swiss Post data on Swiss Post’s own advertising channels was used. The campaign had a positive effect and was a success.
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Highly impressive results
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4.7 million
display ad impressions
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100,000
e-mails sent
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531
donations received
Our approach
In a cross-media campaign, the target group was addressed with messages from the Swiss Red Cross using three of Swiss Post’s own channels.
We supported the SRC across different channels and phases with the following measures:
Awareness
- Running display banners with donation appeals in notification e-mails issued from the “My consignments” online service.
Remarketing
- Sending personalized e-mails to those who responded to the display banners.
Reminder
- Sending letters to 10,000 people who had previously responded to the personalized e-mail.
- Sending a personalized reminder e-mail to those who hadn’t opened the e-mail during the remarketing phase.
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In this campaign, we were particularly impressed by the innovative placement of advertising banners in the ‘My consignments’ notification e-mail. If generating increased visibility is your advertising goal, then I can highly recommend this form of banner advertising as a supplement to the usual channels.
Valentin Rey, Digital Fundraising Manager, Swiss Red Cross
Advertising materials
