15 million eye operations - Nakisinde's path to sight
CBM commissioned us with an online campaign to mark the 15 millionth cataract operation. The goal: to create brand awareness among new target groups. The result: phenomenal traffic, first-class conversion rate, unbeatable dwell time
CBM, a little girl and a 600% longer dwell time
The Christoffel Blindemission (CBM) supports around 500 projects worldwide. The charitable organization from Bensheim in Hesse is concerned with giving people with disabilities better prospects. A particular focus for CBM is its work with blind people or people at risk of blindness - such as Nakisinde. This little girl from Uganda has suffered from cataracts since birth. In her small village, this is a handicap that would have severely affected her for the rest of her life. If it wasn't for CBM and its donors ... who financed and enabled Nakisinde to have an operation. All in all, this was the 15 millionth cataract operation for CBM. A reason for us to tell an emotional and exemplary success story around this milestone. Namely, how CBM helps people to see. Our goal: to attract attention and at the same time gain new sponsors and fans for CBM's work.
Key facts
- Tapping into new target groups
- Textual and visual storytelling
- Landing page for the campaign
- Image video with campaign story
- Online marketing and social ads
- Pictorial book on the surgery
New target groups - new supporters
On the way to these impressive figures, we have defined new target groups with CBM: the young Generation X/Y and Best Agers/Baby Boomers. The key questions here: What motivates these two target groups? Why do they donate to charitable causes such as CBM? We were able to provide qualitative answers to these questions using brandsync motivation profiles and findings from Sinus Mileus. We then verified our results quantitatively with a CBM donor analysis. This gave us a solid basis for the direct creation, but also for the online measures. The fact that the campaign figures are so overwhelming is not least due to this.
Nakisinde's path to sight - an authentic story
To open the wallets of donors, you have to reach their hearts. This may be basic wisdom in fundraising. However, putting this wisdom into practice is not always trivial. Especially not when it comes to sight - because how do you make sight visible and tangible? We decided to do this with "ordinary everyday heroes". Namely with Nakisinde, her family and her helpers. We accompany them all on the path to sight: from the basically hopeless situation, because Nakisinde's parents do not have enough money for an operation, to the initial contact with CBM and a CBM village helper, to the examination, the operation and the return home of Nakisinde, freed from her blindness. At first glance, this is a simple and perhaps trivial story. But because her new sight is anything but a small thing for Nakisinde, this story inspires the target group more than we could have hoped for.
A landing page that performs extremely well
A landing page for the campaign integrated into the CBM serves as the stage for the story. On it, visitors get to know Nakisinde and CBM. They can read about how Nakisinde was before the operation and what the operation has made possible for her. You can stream a video in which we show Nakisinde's path to sight and inspire people. Our message here: Imagine if there was a world without blindness from cataracts ... This is flanked by a downloadable illustrated book, which is something of an emotional white paper. Not forgetting the comprehensive online marketing activities on Google, inbox marketing, social ads, which we use to push the entire campaign on social media and in search engines.
Perfect targeting and SEM as the key to success
Knowing the target groups and their emotional drivers is one thing. However, the CBM campaign only became really effective when we used these insights as the basis for targeting in social media and the like. It was also important for us to address the target groups with the strongest KeyWords in the Google Display Network and via inbox marketing (Gmail). The result was a perfect overall package of targeting and SEM, tonality and addressing the emotional drivers. The figures show how well we succeeded: 12 million page impressions, almost 80,000 clicks, a 66% conversion rate and 600% more time spent on the site (an average of 6 minutes per new visitor). Just as importantly, we were also able to establish the new target groups for future CBM campaigns.
A request at the end
An online campaign that performs like this doesn't happen every day. But this success is nothing compared to what you can achieve with a small donation to CBM. So we invite you to give the gift of sight! It's easy and can be done with just a small donation at cbm.de