Red Cross DM SENSITIVE by DDB Sao Paulo

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SENSITIVE

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Marcio Ribas, Luciano Lincoln, Wilson Mateos
Art Director Marco Mattos
Copywriter Felipe Gall
Released September 2012

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: RED CROSS
Product/Service: RED CROSS
Agency: DDB BRASIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Wilson Mateos (DDB Brasil)
Creative Director: Luciano Lincoln (DDB Brasil)
Copywriter: Felipe Gall (DDB Brasil)
Art Director: Marco Mattos (DDB Brasil)
Photography: -- (Getty Images)
Project Director: Denis Gustavo Alves (DDB Brasil)
Media placement: Internet - Email Marketing - 09/04/2012

Describe the brief/objective of the direct campaign.
We needed to raise funds for the Red Cross. Our strategy idea was to reach results on a small budget. Even though it was a serious matter, we found an inexpensive fast and fun way to do it.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since we chose marketing email as our means to communicate we decided to play around with it. We created sweet and cute emails, copies of the ones that fill up our inboxes, that brought along a surprise, an unexpected ending. We were able to be light and fun about a very serious matter.

Explain why the creative execution was relevant to the product or service.
Firstly, because we were able to keep it at a very low budget. We created a marketing email, and our mailing list multiplied naturally. People would forward the emails. Secondly, as we have already mentioned, was the way we handled the issue: Even though it is a serious matter the approach can still be light and fun.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The first part of the results was the spontaneous media generated by the first time the emails were sent. More than 70% of the receivers forwarded our marketing email. In regards to the donations: we were able to increase our revenue by 5%. Another fact worth mentioning was that 80% of the people that donated to the Red Cross had never done it before.