The inception of AND EMILI coincided with the beginning of a valuable partnership: I am referring to the collaboration with Amref Health Africa, the largest healthcare organization operating in Africa since 1957.
The inception of AND EMILI coincided with the beginning of a valuable partnership: I am referring to the collaboration with Amref Health Africa, the largest healthcare organization operating in Africa since 1957. This partnership appeared to us from the outset as the perfect opportunity to showcase AND EMILI's collaborative spirit and to engage in issues different from those we were accustomed to addressing.
Our collaboration with Amref commenced last September when we undertook the promotion of the online campaign "The Dream Bank", part of the broader communication campaign "Don’t Help Us Out of Pity." The campaign aimed to shift the perspective towards the African continent, focusing on its vast potential and striving to move beyond stereotypes.
The cartoon by Mauro Biani for Amref
Subsequently, we were entrusted with the online campaign for Christmas 2018, launched at the end of October and still ongoing: we were immediately thrilled by this opportunity, ready to take on the challenge and give voice to Amref's projects, in which we strongly believe.
AND EMILI specializes in development and strategic consulting for digital channels.
"Challenging" is what we told ourselves as soon as we read the brief. "Perfect, we like challenges." Challenging because we were given a dual objective: to promote the sales of solidarity gifts during the Christmas season on the e-commerce site Occasioni Del Cuore and, at the same time, to raise public awareness about the issue of neonatal mortality, focusing on the first 28 days of life, which are crucial for a newborn's survival in Africa.
Challenging because our contribution would be much greater than in the previous campaign: from strategy to creativity, focusing on microtargeting and daily budget management, to the meticulous analysis of results.
Challenging due to the context we would face: a highly competitive landscape during the Christmas season and crowded with similar initiatives; a historical period where "difference" is increasingly seen in a negative light, and where, especially online, it is easy to encounter fake news or "keyboard warriors" who increasingly distort our perception of the world around us.
A Natale fai #UnRegaloCheConta
Strategically, we aimed to focus on sharing the message, hoping to make the campaign go viral. To this end, we operated on two fronts. On one side, we created a hashtag to identify Amref's Christmas campaign: #AGiftThatCounts, referencing both the value of the donation and the critical 28 days for a child's survival.
On the other side, we called for mobilization from Amref's donors and supporters with the goal of amplifying organic sharing. "Talking about it matters even if it costs nothing" is the message we wanted to convey, asking users directly to share Amref's campaign.
#AGiftThatCounts is a shared gift
This strategy served as the guiding thread through all creative forms we developed for the campaign: a landing page, banners—both static and animated—for Facebook, Instagram, and Google, and four DEMs. The graphics were coordinated and the copy consistent with our strategy, tailored according to the target audience. Moreover, on the landing page we created, we gave users the opportunity to share the campaign message via Facebook, Twitter, email, or WhatsApp.
The hallmarks of this campaign are undoubtedly the microtargeting, to reach only potentially interested users, and the day-by-day management, calibrated based on the results achieved daily. Thanks to these measures, we are achieving very satisfying outcomes, both in terms of donations and fundraising, and in terms of users sharing the message.
In Rome, together with Pif, Amref's ambassador, during the event for the launch of the "Don't Help Us Out of Pity" campaign
This collaboration with Amref is proving to be a win-win relationship: we are learning a great deal from this experience. It's allowing us to challenge ourselves with demanding themes, yet ones that we feel close to and are passionate about. It's showing us that focusing on objectives allows us to achieve the desired results.
But above all, we are enriching ourselves with values and hopes. This year, at AND EMILI's Christmas, the human aspect prevailed so much that many of us chose Amref solidarity gifts for friends and relatives. For our clients, we decided to forego the traditional Christmas hamper to embark on a new, ethical, and exciting yet tangible path. Indeed, this Christmas, AND EMILI is supporting one of Amref's projects in Africa, and with our contribution, a water tank for clean water will be installed at a school in Kenya.
AND EMILI specializes in development and strategic consulting for digital channels.
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