A new study by global market research agency, Millward Brown, has shown that a mobile marketing campaign created by Ogilvy & Mather UK earlier this year greatly increased awareness of UNICEF UK among mobile users.

The results are the first time it has been proved that an almost purely mobile focused campaign can have brand impact for a charity brand in the UK. It provides a clear signal that consumers can be influenced by mobile advertising.

Ogilvy & Mather UK, and a collective of mobile technology leaders and creative agencies, created UNICEF UK’s ‘Speak Up for Children’ campaign earlier this year, to put pressure on Nick Clegg to place the needs of children at the heart of June’s Rio+20 Earth Summit.

Mobile marketing experts Wapple created the mobile website using patented technology that made sure the site worked across as many different mobile handsets as possible, not just smartphones.

The campaign tested the power of mobile marketing, by asking people to sign an online petition aimed at the deputy Prime Minister through 400 million mobile phone banner impressions.

The effectiveness of the Speak up for Children campaign was researched by Millward Brown. Millward Brown used its proprietary ad-effectiveness tool, AdIndex for Mobile, which compared views of a group of respondents recruited before the Speak Up for Children activity to a group recruited during the activity.

Overall results showed:

·  A 5.1% increase in association that UNICEF improves the lives of children

·  A 5.5% increase in favourability towards UNICEF

·  A 4.3% increase in intent to donate to UNICEF

·  A 15.5% increase in perception that UNICEF is unceasingly committed despite this not being an overt part of the campaign content.

The study also showed some interesting differences in responses between men and women. Women questioned by the researchers gave a more emotional response increasing awareness, favourability and association that UNICEF ‘improves the lives of children’. Men interviewed showed a significant increase and intent to donate.

Laila Takeh, Head of Digital Engagement at UNICEF UK, said ‘We were delighted to be able to pilot a mobile marketing campaign at scale, and on a very important topic.’

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For more information please contact Stephen Pattison on 0207 375 6085 or stephenp@unicef.org.uk

Notes to editor:


UNICEF is the world’s leading organisation working for children and their rights in more than 190 countries. As champion of the United Nations Convention on the Rights of the Child, UNICEF works to help every child realise their full potential. Together with our partners, UNICEF delivers health care, nutrition, education and protection to children in urgent need, while working with governments to ensure they deliver on their promise to protect and promote the rights of every child. UNICEF relies entirely on voluntary donations from individuals, governments, institutions and corporations, and is not funded by the UN budget. For more information, please visit www.unicef.org.uk.

Ogilvy & Mather

Ogilvy & Mather is one of the largest marketing communications companies in the world. In 2012, O&M was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effies Global Effectiveness Index. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com, or follow us on Twitter at @OgilvyWW and on Facebook.com/Ogilvy.

Millward Brown

Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research.  Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services.  Millward Brown has more than 88 offices in 58 countries.  Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments) and Dynamic Logic (the world leader in digital marketing effectiveness). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.

Millward Brown also has a 4 year fundraising partnership with UNICEF through its parent company, Kantar, and supports projects in Malawi, Bangladesh and Bolivia.


Full list of UNICEF UK partners on the Speak Up For Children campaign

4th Screen

Don't Panic
Dynamic Logic
Imagine Network
Millennial Media
Ogilvy & Mather
Ogilvy PR
Open Market
Say Media