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The Irish Times - Engaging online visitors with unique and creative sponsored content

CHALLENGE

IrishTimes.com hosted an innovative fundraising campaign for Trócaire (the overseas development agency), highlighting awareness of unequal global access to clean water. Trócaire’s campaign focussed on Malawi, where drought and poor access to water characterise the majority of rural communities.

SOLUTION

The campaign took the form of an interactive story, driving our visitors through different narratives based on their decision to donate or not. Readers could witness the positive effects of donating by clicking on one button. Conversely, clicking on a button and opting not to donate brought visitors through the difficulties encountered by villagers not getting their support.

Narrative content included videos, infographics, and slideshows.
The Irish Times tested reader reaction to Trócaire’s campaign via the irishtimes.com RAM reader panel.

RESULTS

  • 86% agree the interactive story is a good initiative by Trócaire in highlighting issues of water shortage.
  • 78% strongly agreed the campaign is interesting. (Women were more likely than men to find it interesting.)
  • 47% agree they’re encouraged to donate having seen the campaign: In comparison, the average online charity advertisement in a United Kingdom- or Irish-based news media Web site will drive 16% of observers to express purchase interest (based on average scores of six charity sector Web ads tested on RAM’s software).


Read the full article here:  http://www.inma.org/blogs/research/post.cfm/video-driven-charity-campaign-on-irishtimes-com-drives-engagement-donations 

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TESTIMONIALS

RAM is a crucial tool for The Irish Times: it is proof to our clients how seriously invested we are in their success. Many advertisers have been won and maintained through our continuous RAM research and reporting. We can test print and online ads, sponsored content and innovative campaigns, run creative pre-testing and bespoke surveys based on client needs. We use RAM extensively and creatively: it’s a fast, flexible and user-friendly tool.  Customer service is impeccable: RAM are highly engaged with newsmedia providers and full of innovative ideas and work-arounds for trying something new. I couldn’t recommend RAM more highly: below are just some of the ways it has worked for us.

-Irene Fogarty, Research Executive, The Irish Times.

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