The United Nations Children’s Fund (UNICEF) is dedicated to protecting the basic rights of every child and supporting their access to healthcare, nutrition, education, and protection against violence and exploitation in impoverished regions worldwide. In collaboration with AI Advertising (MI-DSP™), they have embarked on a partnership to enhance the visibility of UNICEF’s humanitarian initiatives and maximize click-through rates, with the ultimate goal of encouraging compassionate individuals to donate and make a meaningful impact.
Before launching the marketing campaign, we utilized Marketing Intelligence (MI-DMP™) to identify highly engaged audiences interested in international efforts to assist impoverished children. Four key target segments were created and incorporated into the advertising strategy. The first segment comprised regular supermarket shoppers, as UNICEF donation centers are often located in supermarkets. The second segment consisted of white-collar professionals with stable incomes. The third segment encompassed individuals who frequently use shopping apps. Lastly, the campaign targeted individuals with a medium to high socioeconomic status.
Marketing Intelligence (MI-DMP™) leveraged offline geolocation data to identify people who frequently visit supermarkets (Points of Interest is supermarket) or to help you build a specific area based on latitude and longitude coordinates. Two methods are recommended: (1) Enter the name of the location or area to quickly map recent visits by the target audience; (2) For users who want to efficiently map multiple locations at once, the batch uploading feature for latitude and longitude coordinates is suggested, saving time and operational costs.
A、Area Range Application
- Step 1: Enter location keywords to search for specific places or area ranges.
- Step 2: Choose the shape tool (custom polygon/square/circle) to draw the desired range.
- Step 3: Name and save the selected places or areas to complete the location setup.
B、Batch Uploading of Locations
- Step 1: Select the appropriate upload type based on the precision of location coordinates. For precise coordinates, use the custom polygon tool, and for broader area ranges, use the circle tool.
- Step 2: Download the CSV template and input location names, longitudes, and latitudes in the provided format.
- Step 3: Choose the edited CSV file containing the coordinates and complete the upload process. The system will automatically generate the desired ranges based on the provided data.
Now, let’s take a look at the performance results on AI Advertising (MI-DSP™):
- Top Performing Ad Groups
We observed that users above 25 years of age who frequently use e-commerce apps and regular supermarket shoppers demonstrated a higher propensity to click on ads and browse the website.
| Ad Groups | CTR |
|---|---|
| 25Y+ & often use shopping Apps (Shopee, Tokopedia, Bukalapak, Happy Fresh, Transmart, Carrefour, etc) | 1.19% |
| 25Y+ & often go to supermarkets (Carrefour/Transmart, Foodhall, Ranch Market, Superindo, Lotte Mart, etc) | 0.92% |
| 25Y+ & SES A+ (Upper middle) | 0.75% |
| 25Y+ & have visited Office Area (SCBD, Mega Kuningan, Sudirman, etc) | 0.34% |
2. Ad Placement Locations
The majority of the ads were targeted at Jakarta (57.95%), Surabaya (18.4%), and Bandung (10.16%), cities known for their thriving business environments and vibrant populations.
3. Overall Remarketing Results
Pageview
36.84% up
Add payment info
40.31%
Donate
27.19%
CTR
1.3%
CPC
$0.06
About UNICEF
The United Nations Children’s Fund (UNICEF)is a specialized agency of the United Nations. It was established on December 11, 1946, at the United Nations General Assembly and is headquartered in New York, USA. UNICEF provides long-term humanitarian and developmental assistance to mothers and children in developing countries. As a voluntary funding organization, UNICEF relies on donations from governments and individuals. Its projects focus on improving community services to enhance children’s health. UNICEF believes that nurturing and caring for children is the foundation of human development. It was created with the goal of overcoming obstacles faced by children in their growth, including poverty, violence, diseases, and discrimination, in collaboration with other organizations. UNICEF believes that together, we can advance this humanitarian cause. As the leading institution within the United Nations for children’s issues, UNICEF works in 156 developing and transitioning countries to ensure the survival and development of children. UNICEF is the world’s largest provider of vaccines for impoverished countries. To ensure children’s health and achieve nutrition standards, UNICEF promotes the Millennium Development Goals by providing quality basic education, safe drinking water, and sanitation facilities for all boys and girls, and striving to protect children from violence, exploitation, and the impact of HIV/AIDS. (Source: Wiki)
Let’s experience more Mobility Intelligence
聯合國兒童基金會(UNICEF)為保護世界貧困地區每一名幼兒至青少年的基本人權，支持兒童衛生環境、營養與教育，避免暴力與剝削。本次AI行動智慧即時競價平台 (MI-DSP™)與之在印尼齋戒月前夕(延伸閱讀：穆斯林的消費旺季 : 齋戒月 (Ramadan) ，導流、追蹤、再行銷的團隊數位策略)合作，最大目標為幫助聯合國兒童基金會獲得高點擊量與點擊轉換率，希望藉由增加活動知名度，讓善心人士能夠透過網站捐款的方式，支援基金會的人道計畫可以獲得好成效。
行銷活動開跑前，現觀科技利用行動智慧數據分析平台推測出可能有對國際貧困兒童救助行動高度關心之受眾，並為此分別創建受眾包與使用到廣告投放中。切入角度有以下四種，UNICEF線下捐款地點多數設立在超市中，因此其一為常去逛超市的人，另一種為有至少有固定收益的白領階級，再者為經常使用購物類型App的人以及最後為中高社經地位者。
行動智慧數據分析平台利用線下地理位置定位資訊做延伸應用，像是找出喜歡去逛超市(POI=supermarket)的人，又或者透過經緯度定位，由系統協助您建置所需區域。本次以經緯度定位做為範例說明，以下有兩種方式介紹給各位：其一為輸入該地點或區域的名稱，可協助您快速繪製出近期受眾曾有造訪過的地點；其二為適合想一次快速繪製出多個地點的使用者，若一一輸入店名再自行繪製圈選地點範圍會花費您太多時間，我們推薦使用批次上傳經緯度的功能，節省您的操作人力成本。
A、區域範圍應用
- 步驟一：輸入地點關鍵字查找地點或區域範圍
- 步驟二：選擇圈選形狀工具－自訂多邊形/方形/圓形繪製所需範圍
- 步驟三：為框選地點或區域命名，儲存後即可完成地點建置
B、分批上傳地點
- 步驟一：依照地點經緯度精準度選擇上傳種類，較精細的經緯度建議使用自訂多邊形，較概略的區域範圍建議使用圓形。
- 步驟二：下載CVS範例檔並按照格式輸入地點名稱、經度、緯度
- 步驟三：選擇已編輯好的經緯度CSV檔並完成上傳，即可由系統自動依據您所提供的資料內容建置所需範圍
接著我們來看看實際應用在AI行動智慧即時競價平台 (MI-DSP™)的表現成果：
- 廣告群組成效排行
我們發現25歲以上且經常使用電商類App的用戶及經常逛超市的人較有意願點擊廣告並瀏覽網站。
| 廣告群組 | CTR |
|---|---|
| 25歲以上且經常使用購物類App(Shopee, Tokopedia, Bukalapak, Happy Fresh, Transmart, Carrefour)等 | 1.19% |
| 25歲以上且經常造訪線下超市(Carrefour/Transmart, Foodhall, Ranch Market, Superindo, Lotte Mart)等 | 0.92% |
| 中高社經地位者 | 0.75% |
| 25歲以上且曾經造訪辦公商業區者(SCBD, Mega Kuningan, Sudirman)等 | 0.34% |
2. 廣告投放地點
本次的廣告多數投在雅加達(57.95%)以及泗水(18.4%)與萬隆(10.16%)，皆為較有商業發展與人口熱絡的城市。
3. 整體網站再行銷的成果
瀏覽量
36.84% up
增加付款方式
40.31%
完成捐款流程
27.19%
CTR
1.3%
CPC
$0.06
關於聯合國兒童基金會
聯合國兒童基金會(簡稱UNICEF)是聯合國一個專門機構，於1946年12月11日在聯合國大會上成立，總部設於美國紐約，對開發中國家的母親和孩子進行長期的人道主義和發展援助。作為一個志願性的基金機構，聯合國兒童基金會依靠政府和私人的捐助。他的項目著重於提高社區服務水平，以提高兒童的健康。聯合國兒童基金會相信撫養和關愛兒童是人類發展的基石。聯合國兒童基金會就是為了實現這一目的而創立的—與其他機構協力克服貧困、暴力、疾病和歧視給兒童成長之路帶來的障礙。聯合國兒童基金會認為我們能夠攜手推進這一人道主義事業。作為聯合國主管兒童問題的機構，聯合國兒童基金會在156個發展中和轉型中國家開展工作，保障兒童的生存和發展。聯合國兒童基金會是世界上最大的為貧窮國家提供疫苗的機構，為確保兒童的健康和達到營養標準，它通過為所有男女孩童提供高質量的基礎教育、安全淨水和衛生設施以及努力保護兒童免遭暴力、剝削和愛滋病的影響來推進千年發展目標的實現。(資料來源：Wiki)