Results
27%
affinity audience conversion rate
Challenge
UNICEF Australia, a global children's charity, faced a competitive landscape during the end of the tax year in Australia, with tax incentives influencing potential donors. Amid a decline in year-over-year donations, they partnered with their agency, The Kite Factory, to utilize affinity audiences on Facebook to stand out and capture the attention of potential donors.
Solution
By leveraging the Flashtalking Social Ads Manager, The Kite Factory was able to strategically target individuals likely to donate to UNICEF and those inclined to contribute to competitor charities. By expanding their reach to competitor audiences, they tapped into a broader demographic and garnered attention from supporters of other well-known charities. Affinity audiences, tailored to a highly qualified target group, contributed to 27% of all conversions on Facebook. The success of this campaign was so impactful that UNICEF decided to integrate these new audiences into their regular business activities.
In an industry where finding the right audience is key to success, Flashtalking's solution delivered messaging to previously untapped markets, resulting in an impressive improvement in conversion rate.