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UNICEF USA relentlessly works to deliver essentials that offer every child an equitable chance in life, addressing problems such as access to health care, safe water and sanitation, nutrition, education, emergency relief and more. The humanitarian organization holds human rights at the forefront of its mission. Undertone had the honor of joining forces with UNICEF USA and its advertising agency, DELVE, to amplify its commitment to protecting consumer data while reaching new users and highlighting new campaigns.
UNICEF USA recognizes the right to privacy as fundamental, and through the recent collaboration, Undertone upheld the significance of this right by utilizing its cookieless, privacy-first SORTTM technology on two digital ad campaigns.
Campaign Specs
The campaigns, which ran over the course of three months, were: 1) Help Protect the Children of Ukraine and 2) “If You Have,” the new film by Academy Award-winning director Ben Proudfoot. Both achieved outstanding results, including a 97% lift in reveal visitation rate compared to third-party targeting and 75% lift in page grabber interactions versus contextual targeting for the campaign with Ukraine.
The campaigns ran across all of Undertone’s ad formats and devices; SORT was utilized on the display/video format creatives. Due to a 152% lift in intensity and 122% lift in activation, the Ukraine campaign more than doubled emotional norms to connect with consumers; results also included 91% donation intent and 76% unaided brand recall.
As a proprietary AI solution, SORT analyzes real-time, cookieless data signals to identify users with shared traits and classify them into a “Smart Group.” The data signals provide information on the user the moment they land on a page. People who share attributes respond similarly to advertisements, allowing Undertone to predict performance and optimize the campaign.
Client testimonial
“Over the past year we’ve made a strong push toward finding the newest and most innovative solutions when it comes to advertising. SORT, paired with its unique creative formats, was extremely effective at reaching our campaign goals and allows us to feel confident that we won’t have to sacrifice performance in order to reach key audiences without cookies in the future.” – Shelley Diamond, Chief Marketing Officer at UNICEF USA.
Looking Forward
The support of important causes, such as helping children in need, is a core component to Undertone’s social responsibility, and our organization stands firm in our beliefs that data privacy and transparency should be considered rights to consumers globally. We’re looking forward to continuing our partnership with UNICEF USA and DELVE as we head into the new year to provide thorough data privacy for consumers and our clients’ upcoming campaigns.
To learn more about Undertone’s work with UNICEF USA, please contact tellmemore@undertone.com and see both Case Studies here. To learn more about UNICEF USA, visit https://www.unicefusa.org/wewontstop