Concern Worldwide is one of the world’s leading humanitarian organisations dedicated to tackling extreme poverty and hunger in some of the most vulnerable communities across the globe.
Raising awareness of Concern in the ethical gift space
Concern Gifts had performed well in previous years, but increasing sales required reaching new audiences and standing out in a competitive ethical gifting market.
The first challenge was awareness. More people needed to discover Concern Gifts as the ethical gifting space became increasingly crowded.
The second challenge was conversions. Many ethical gift shoppers browsed but did not purchase, making it essential to re-engage and nurture them throughout their journey.
Identifying responsive audiences for Concern Gifts
We proposed a highly targeted programmatic advertising campaign designed to increase awareness and drive sales for Concern Gifts.
We started by identifying four key audience groups with varying degrees of awareness and commitment to humanitarian causes.
We then ran a multi-channel campaign featuring:
Display ads designed to build brand awareness and familiarity across trusted UK sites.
Native ads that blended seamlessly into high-quality web content, introducing users to Concern Gifts in a natural, engaging way.
We ensured brand safety by leveraging MOAT digital ad verification and Page Context AI, preventing fraud and ensuring Concern Gifts appeared in high-quality placements.
We monitored performance daily, optimising bidding strategies, creative messaging, and targeting criteria to improve results.
Increased sales and awareness of Concern Gifts
By continuously optimising performance, our results made the most of Concern’s investment while laying the groundwork for more effective, data-driven programmatic campaigns in the future.
The campaign successfully increased awareness and sales for Concern Gifts, introducing the brand to millions of potential supporters through high-quality digital placements:
- 7 million impressions, significantly expanding Concern’s reach among ethically minded audiences.
- A strong return on ad spend, with retargeting playing a key role in converting interest into purchases.
- Valuable audience insights, providing a clearer understanding of supporter behaviour and informing future digital fundraising strategies.
