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Huge success for Save the Children Fund

Red Barnet used gamification marketing for their annual Christmas campaign.

Redbarnet-sek1

Save the Children is Denmark’s largest children’s rights organisation. Red Barnet works in Denmark and more than 120 other countries. The non-profit organisation has more than 2,000 volunteers in Denmark who play an important role in their annual national collection, where there are typically around 10,000 registered collectors.

Great lead generation at a low cost

For their Christmas campaign, Red Barnet used the Quiz format with 5 questions about their international work. The quiz was collaboratively developed by Red Barnet’s in-house creative team and the Scratcher team. It was released in Red Barnet’s digital universe with HUAWEI contributing as a prize sponsor.

 

3 KPIs lead the Red Barnet campaign:

  • Engaging potential donors: With the quiz, Red Barnet wanted to engage potential donors who did not know about the non-profit organisation’s work.
  • Lead collection & conversion: Lead collection was an active part of the campaign and the quiz’s gatekeeper—visitors shared their personal information to participate in the quiz.
  • Sale of certificates: The overall purpose of the campaign was the sale of gift certificates in Red Barnet’s webshop. Several tactical messages were integrated into the quiz as the entry point to the webshop.

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