UNICEF UK ran an integrated digital marketing campaign using the IgnitionOne Digital Marketing Suite to deliver a consistent message across paid search, display advertising, video, and on-site interactions. This allowed for targeted messaging using first-party data and attribution modeling to understand campaign performance. The integrated approach improved online conversion rates and provided a single data source and report on results. Challenges remained in fully integrating offline and online reporting and directly linking media channels to Google Analytics.

1. 1
Stewart Holt, Business Director,
IgnitionOne
GET READY TO
INTEGRATE
Nancy Furber, Digital Marketing Specialist,
UNICEF UK

2. CLOSED LOOP DIGITAL MARKETING SUITE
2

3. UNICEF UK CHRISTMAS CAMPAIGN
3
Video
OutdoorTV/radio

4. INTEGRATED DIGITAL CAMPAIGN
4
Paid Search
Online Display
On-site Interactions
Video

5. TARGETING
1st PARTY DATA
USING THE
IGNITIONONE
LIVEMARKETER
Used the information from
the LiveMarketer to
support:
When to show the pop in
Determine interests for
display prospecting
Determine the bid cost for
display advertising
Integrated targeting

6. MESSAGING
NEED TO DELIVER A CONSTANT
MESSAGE ACROSS ALL CHANNELS
Images
Wording
Themes
Price points
Call to action
KEY MESSAGES
Using key messages as a guide
Trying not to overdo the delivery across the
channels

7. REPORTING
ONE DATA SOURCE ONE REPORT
All reporting came through IgnitionOne Digital
Marketing Suite. De-duplication of results across
media channels. Clear picture of exactly what’s
happening.
ATTRIBUTION
Implementing last click attribution modeling across
all digital media channels. Able to assign each
channel the same priority through the platform.

8. BENEFITS
MESSAGING
Integrated messaging improved online
conversion assuming wider awareness
ONE REPORT ONE ATTRIBUTION
No double counting, no issues with
attribution allocation, insights actionable in
real time.
CHANNELS SUPPORTING EACH OTHER
Using the digital channels to support each
other and move users down the funnel. This
showed increased conversion rates.
COST EFFICIENCY
Using dynamic pricing models to make
sure spend was as efficient as possible
across all channels.
0 – 20 21 - 50 51 - 100 101 - 200 201 - 300
Impressions by User Score vs.
Conversion

9. CHALLENGES
PROCESS ON INTEGRATING THE MESSAGING
Difficulties to integrate the messaging across all media
channels, particularly outside of an emergency.
ONLINE/OFFLINE REPORTING
No method to combine online and offline reporting
metrics.
LINKING WITH GOOGLE ANALYTICS
No direct link between the media channels and
Google analytics.
SOME MEDIA CHANNELS STILL NOT MEASURED
Social media campaigns not completely tracked due
to potential viral costs and difficulty in tracking social
media spread.

10. CONCLUSION & NEXT STEPS
INTEGRATION BUILDS CONVERSION
Integrated digital campaign ROI of 3.9 = considerably higher than previous
campaigns
ONGOING DIGITAL MARKETING INVESTMENT
Retesting display and Youtube Trueview with plans to build campaign at key
moments
ATTRIBUTION
Working on attribution project to attribute income more accurately and link align
reporting systems
FLEXIBLE APPROACH
Continually working to improve integration by reacting to wider opportunities
and finding ways to be smarter with our data

11. 11
THANK YOU