Polished Man aims to help end violence against children through peer-to-peer fundraising that is then used for trauma prevention and trauma recovery programs. Building on the success of our previous two campaigns for Polished Man, we were briefed to create something completely new and lift charity fatigue identified in research.
Polished Man aims to help end violence against children through peer-to-peer fundraising that is then used for trauma prevention and trauma recovery programs. Building on the success of our previous two campaigns for Polished Man, we were briefed to create something completely new and lift charity fatigue identified in research.
Our post campaign survey identified that new audiences (first time fundraisers and donors) felt the creative could be clearer and more concise. We needed to hero that this was a ‘nail painting fundraising campaign to help end violence against children’. We needed to shift the creative to focus on the key elements of the campaign – nail painting + fundraising + ending violence against children.
We completely overhauled the campaign. Rather than focusing on “Ambassador Power” we let children paint the nails of our ambassadors and photographed their hands – making the connection between impacted children and how painting a nail can go towards helping end violence against children.
The digital campaign received over 17 million impressions across display, social and online video, helping the campaign raise an all-time high of $1.7 million dollars. Our display campaign saw an increase in impressions by 555% from the previous year and an 88% increase in the number of clicks with a similar budget. The CPC of the display creative halved from the previous year whilst donation amounts increased. Reaching over 169 countries through social media, the global reach of Polished Man continues to grow, providing further international opportunities.
