Task
UNICEF Ireland entrusted Vroom with the responsibility of crafting and executing a comprehensive paid media strategy across multiple campaigns. The key objectives included increasing awareness and recurring donations for Paddington’s Postcards, rapidly deploying emergency fundraising campaigns for the Turkey and Syria Earthquake Relief, and driving donations for the Gaza Crisis. Each of these efforts required precise coordination, ensuring that the messaging remained consistent and impactful across all paid media channels while effectively reaching the right audiences.
Approach
For each campaign, Vroom employed a tailored approach, bringing together our expert paid media and PPC teams to ensure real-time optimisation and maximise campaign effectiveness.
In October 2021, Paddington’s Postcards aimed to encourage families to sign up for monthly donations in exchange for personalised postcards from Paddington Bear. Vroom designed targeted campaigns across Google Ads and Meta Ads (Facebook and Instagram), focusing on driving traffic to the landing page. To align with the giving period, ads were strategically placed to capture the attention of families during the peak gift-giving period. Throughout the campaign, close collaboration with the UNICEF team ensured that all messaging was on point and allowed for quick adjustments when necessary.
In February 2023, following the devastating earthquake in Turkey and Syria, Vroom swiftly launched an emergency fundraising campaign. Within days, ads went live across Meta and Google Ads, targeting a broad audience while also retargeting previous donors. High-intent search keywords were employed to capture those actively seeking ways to support relief efforts. The creative assets included emotionally compelling visuals of the disaster’s aftermath and a powerful video featuring UNICEF Ambassador Liam Neeson, which emphasised the urgent need for donations. Vroom’s team continuously monitored campaign performance, adjusting targeting and budgets to maximise donations during the crucial early weeks.By October 2023, as the situation in Gaza escalated, Vroom executed another coordinated paid media strategy across Google Ads and Meta, focusing on driving immediate support for affected children and families. The ads, which highlighted the dire circumstances of the conflict, used clear calls to action and evocative imagery to encourage both single and monthly donations. The team worked in real-time to optimise targeting and budgets, ensuring the campaign maintained strong engagement throughout its duration.
Results
While the final results are pending client approval, the collaborative efforts across these campaigns have demonstrated the strength of Vroom’s integrated paid media strategies.
The Paddington’s Postcards campaign saw an increase in traffic to the landing page, leading to a boost in sign-ups for recurring donations, particularly during the holiday season.
The Turkey and Syria Earthquake Response generated significant engagement and donations within the critical initial weeks, with the Liam Neeson video playing a key role in increasing emotional connection and driving single donations.The Gaza Crisis Response campaign benefited from Vroom’s real-time adjustments, leading to a sustained level of visibility and donations throughout the crisis, with both single and recurring contributions on the rise.
At Vroom, we believe in the power of collaboration and the impact of our work with incredible partners like UNICEF Ireland. The wonderful UNICEF team, with whom we share a deep alignment in values, is as dedicated as we are to making a difference for children in need. Together, we have worked on campaigns that not only drive results but also reflect the heart of UNICEF’s mission.
Our efforts in supporting these initiatives have been recognised across the industry, with UNICEF Ireland and Vroom being multi-time nominees at prestigious awards such as the Spider Awards, Global Search Awards, and Digital Media Awards. In 2024, we were honoured to win Best in Non-Profit at the DMA Awards, a testament to the effectiveness of our partnership and our shared commitment to creating positive change in the world.
These campaigns serve as a powerful example of what can be achieved when a shared passion for humanitarian goals is paired with an expert, holistic approach to paid media. We are incredibly proud to support UNICEF’s mission and look forward to continuing our work together, helping children around the world lead healthier, safer, and happier lives.
