Increasing donations with video campaigns

Aware of the power of visual content, UNICEF Ecuador set out to completely restructure its video campaigns on the YouTube for Action platform. Their goal was to reach qualified audiences and adapt each creative piece to the moment of each user's journey in the conversion funnel. This involved personalizing content according to the stages of the user journey, providing specific messages and calls to action based on their level of interest and knowledge about the organization.

YouTube for Action campaigns are a very simple and cost-effective way to generate more conversions both on and off YouTube, from a single automated campaign. These campaigns help drive more conversions at a cost-effective cost and allow you to extend the coverage of the best features of the True View format to show your ads to more sites.

In addition, in terms of optimization, UNICEF Ecuador and the Adsmurai team took care of every detail. Adjusting bids by age, cities and other demographics to ensure that the message reached the right people at the right time. Campaign performance was also closely monitored, analyzing key metrics such as view rates, clicks, conversions and ROI to continuously optimize their efforts.

“We knew the intention and importance of making use of the YouTube format within the digital strategy to connect with our users with the work that UNICEF does every day and we have achieved this by generating a format that makes an impact through the message, that was the key.”

— Santiago García, Paid Specialist at Adsmurai