UNICEF
Segmenting & Mobilising Audiences for UNICEF UK
(Audience Insight & Strategy)
I conducted rapid audience insight for UNICEF UK to inform its toxic air campaign — using social listening and market insight to define and size target audiences for mobilisation. The project uncovered new audiences the charity had not considered, redefining their campaign approach — contributing to 50K signatures being secured, and policy change. Other work I have done for UNICEF UK includes consulting on audience, data and insight to inform its wider CRM and data strategy.
The subsequent campaign secured signatures to put pressure on policymakers, in target constituencies, where the dial needed to be shifted the most to enact political buy-in among the centre-right.
In addition to work with UNICEF UK, I oversaw end-to-end strategy and delivery of a paid media pilot for UNICEF Portugal, helping them growth hack during COVID. Through a test and learn framework, I helped them better understand messaging, audiences and conversion journeys, with a poignant test pitting one-off, monthly and monthly to telemarketing conversion side-by-side. The pilot drove ROI-positive results that drove strong monthly donations for UNICEF Portugal, enabling the team to expand digital operations.