V1 Marketing Partners and the Spanish
Posted: Mon Jan 06, 2025 6:19 am
Nowadays, media pressure has a fast expiration date, which forces NGOs to raise aid in humanitarian emergencies at top speed. Agility when activating donation campaigns can save lives and digital marketing is a key tool for this.
Recent crises such as the earthquakes in Turkey and Syria or the war in Ukraine have shown that digital channels are strategic for the humanitarian work of NGOs, as they allow them to reach more people more quickly and effectively. Artificial intelligence and Big Data also allow real-time adaptation of decisions on investments, channels and formats , which are key to the success of media strategies by NGOs such as UNHCR to attract donations and partners .
V1 Marketing Partners , a consultancy firm belonging to the ADG Media Group , creates digital experiences to connect brands and people with media campaigns . It has been collaborating for four years with the Spanish Committee of the United Nations agency UNHCR for refugee aid. Its mission is to help manage UNHCR’s digital strategy for attracting partners and donations, both on a day-to-day basis and in special actions arising from humanitarian emergencies . V1 Marketing Partners’ proprietary technology offers “a complete picture of the entire user journey beyond the last click prior to conversion,” explains Fernando Reinlein , UNHCR’s Online Marketing Manager.
What is the role of the digital channel in campaigns facing humanitarian emergencies?
Campaigns on digital platforms generate between 10% and 15% of membership registrations , and between 40% and 50% of donations from the Spanish Committee of the UNHCR agency. In times of emergency, the digital weight soars because "we have the capacity to reach more people and immediately," according to Reinlein, the Online Marketing Manager of UNHCR. He explains how the activation of digital campaigns allowed us to "raise in one day what we previously raised in a month. In the case of Ukraine, he continues; there were two very strong months , and the capacity to go out as soon as possible allowed us to raise funds much sooner than other NGOs."
Committee of UNHCR have defined a very precise and widely tested action protocol to optimize digital investments at times when the number of donations and members increases exponentially. V1 Marketing Partners' proprietary technology evaluates the contribution that different channels and formats make to conversions and offers a complete picture of the user in the digital strategy, evaluating from the first impact to the last one that generated the conversion. This makes it easier to make the right decisions in real time about where to distribute the digital investment . All these actions allow maintaining a constant strategy in which conversion is worked on, but also on the brand.
How relevant is data for marketing campaigns?
V1 Marketing Partners, through its leading marketing attribution technology, Neural.ONE , works with all the vietnam number screening data collected from the client's website , CRM, analytics and previous campaigns. In addition, it takes into account not only the processes that have worked, but also those that have not, since many insights can be obtained from users who have not converted. All this information speeds up the learning process by the technology used to reach users who do react by making donations that allow funding humanitarian aid actions. Collaboration over years with the same advertiser generates a large volume of data that allows artificial intelligence to make better decisions when profiling the user or related entities to impact.
"We are very pleased with our long-standing relationship with the Spanish Committee of UNHCR and that our technology, in cases of humanitarian emergency such as the war in Ukraine, makes it possible to access in real time the complete picture of the users' journey and that this organization can optimize its digital resources," says Silvia Martínez, general manager of V1 Marketing Partners.
"We are delighted that the right decisions were made immediately regarding the most suitable media, channels and formats at all times and that the investments in digital were fully exploited," the director concluded.
Recent crises such as the earthquakes in Turkey and Syria or the war in Ukraine have shown that digital channels are strategic for the humanitarian work of NGOs, as they allow them to reach more people more quickly and effectively. Artificial intelligence and Big Data also allow real-time adaptation of decisions on investments, channels and formats , which are key to the success of media strategies by NGOs such as UNHCR to attract donations and partners .
V1 Marketing Partners , a consultancy firm belonging to the ADG Media Group , creates digital experiences to connect brands and people with media campaigns . It has been collaborating for four years with the Spanish Committee of the United Nations agency UNHCR for refugee aid. Its mission is to help manage UNHCR’s digital strategy for attracting partners and donations, both on a day-to-day basis and in special actions arising from humanitarian emergencies . V1 Marketing Partners’ proprietary technology offers “a complete picture of the entire user journey beyond the last click prior to conversion,” explains Fernando Reinlein , UNHCR’s Online Marketing Manager.
What is the role of the digital channel in campaigns facing humanitarian emergencies?
Campaigns on digital platforms generate between 10% and 15% of membership registrations , and between 40% and 50% of donations from the Spanish Committee of the UNHCR agency. In times of emergency, the digital weight soars because "we have the capacity to reach more people and immediately," according to Reinlein, the Online Marketing Manager of UNHCR. He explains how the activation of digital campaigns allowed us to "raise in one day what we previously raised in a month. In the case of Ukraine, he continues; there were two very strong months , and the capacity to go out as soon as possible allowed us to raise funds much sooner than other NGOs."
Committee of UNHCR have defined a very precise and widely tested action protocol to optimize digital investments at times when the number of donations and members increases exponentially. V1 Marketing Partners' proprietary technology evaluates the contribution that different channels and formats make to conversions and offers a complete picture of the user in the digital strategy, evaluating from the first impact to the last one that generated the conversion. This makes it easier to make the right decisions in real time about where to distribute the digital investment . All these actions allow maintaining a constant strategy in which conversion is worked on, but also on the brand.
How relevant is data for marketing campaigns?
V1 Marketing Partners, through its leading marketing attribution technology, Neural.ONE , works with all the vietnam number screening data collected from the client's website , CRM, analytics and previous campaigns. In addition, it takes into account not only the processes that have worked, but also those that have not, since many insights can be obtained from users who have not converted. All this information speeds up the learning process by the technology used to reach users who do react by making donations that allow funding humanitarian aid actions. Collaboration over years with the same advertiser generates a large volume of data that allows artificial intelligence to make better decisions when profiling the user or related entities to impact.
"We are very pleased with our long-standing relationship with the Spanish Committee of UNHCR and that our technology, in cases of humanitarian emergency such as the war in Ukraine, makes it possible to access in real time the complete picture of the users' journey and that this organization can optimize its digital resources," says Silvia Martínez, general manager of V1 Marketing Partners.
"We are delighted that the right decisions were made immediately regarding the most suitable media, channels and formats at all times and that the investments in digital were fully exploited," the director concluded.