Being a good Samaritan

Brand awareness Creative Marketing campaign Social media

SAMARITAN'S PURSE

Spreading the good word, Samaritan’s Purse Shoebox Online digital marketing campaign

Shoebox Online is part of Operation Christmas Child, the world’s largest Christmas charity project. Every year it brings joy to needful children across the globe by sending shoeboxes filled with wonderful and practical gifts.

Impressed that we took part in their 2016 event, Samaritan’s Purse approached us to manage their 2017 digital marketing campaign.

Samaritan's Purse digital marketing campaign display advertisements

A CLEAR MESSAGE

By the power of segmentation

By analysing their existing audience and target markets, we identified five key groups to which we would spread the word of Shoebox Online. To achieve maximum uptake, we built a persona for each group and tailored our messaging accordingly.For example, a review of the charity’s existing support base revealed a core religious demographic, and so our messaging to this segment focused upon Christian beliefs and faith-based content.Meanwhile, messages targeting a time-poor, more secular demographic emphasised the time-saving nature of the Shoebox Online service. Here, our message changed to demonstrate how quickly and easily people could perform a good deed, summed up by our #5minutemiracle hashtag.

Woven's digital marketing proposal was full of innovative and varied ideas of how we could find new audiences. They are a great organisation to work with; committed, fun and flexible and we would wholeheartedly recommend Woven Agency.

of how we could find new audiences. They are a great organisation to work with; committed, fun and flexible and we would wholeheartedly recommend Woven Agency.

Lynne Dejoodt - OCC UK Marketing Manager - Samaritan's Purse International

Reaching Out

We promoted Shoebox Online through Instagram, YouTube and Facebook advertising, social media content and digital display advertising. Again, our display ad copy flexed depending on the audience we were aiming at: from those with firmer religious beliefs to busy professionals short on time.

A BITTERSWEET CAMPAIGN

A Sour-Faced Challenge

We were proud to support Samaritan’s Purse in their major, multi-channel ‘When life gives you lemons’ digital marketing campaign, providing strategic input and adding a digital dimension to extend reach. The campaign's aim was to dramatically convey ‘the bitter taste of poverty’ by encouraging participants to bite into a raw lemon, take and share a selfie of their reaction, and gain a visceral sense of the bitterness of living under such conditions.

The idea sprang from the real-life story of Emelienne, from Rwanda, a recent beneficiary of support from Samaritan’s Purse. Spurred on by this small kindness, Emelienne built a thriving business providing lemons to support both her own family and the local community. The campaign eventually utilised a range of media including on- and offline channels and events to maximise reach and impact.

Shoebox Online

number of
unique visitors
up by 100%

84

%

increase in purchases
YOY by week 3 of
the campaign