Yeeboo Digital conceptualized a lead generation & digital acquisition campaign strategy for UNHCR Canada. The campaign leveraged Engaging Networks, Facebook & Instagram Social Lead Generation, The Ad to Messenger Object, a custom Facebook Messenger Bot inviting ad clickers into the campaign and continued with enhanced email engagement with Marketing Automation supported by timed Facebook messenger message deployments. 

The lead generation campaign was implemented in order to generate more awareness, and individual support for the humanitarian crisis in Yemen. The digital marketing strategy aimed to enhance the newly acquired lead’s engagement to UNHCR Canada. This used a particularly personalized form of communication to build a stronger relationship alongside an email nurturing series to, ultimately, raise prospect of becoming a first time donor, solely converted through an online funnel.

There were two proposed user flows that would acquire information such as name, email address, and phone number for potential new donors:

1. The first was lead generation within Facebook, using two Facebook advertisements, engagement with the ads by the user would then bring the potential new donor to a lead gen form. Once signed, users would receive a week long email nurturing series, ending in a call to action to support the people of Yemen with a donation.

2. The second was lead generation within Facebook yet with Messenger enhancement. The user flow started with the same two Facebook advertisements, engagement with the ads by the user would open a Messenger window within Facebook. The Facebook Messenger would begin to interact with the individual by first name, using pre-written copy and scheduled timing, providing a series of eight personalized messages over the course of approximately 2 weeks. The messaging described the crisis in Yemen, asked users to pledge their support by signing their name, email, and phone number to a petition form created in Engaging Networks Later messages implored users to share the crisis pledge with their network to assist in spreading the word on the situation in Yemen. This group of users would also receive the same email nurturing series alongside the Messenger drip.

The purpose of the split test was to determine whether a newly acquired lead via Facebook would have a higher propensity to donate after having a highly engaged and very personalized interaction with the organization through messenger.

The result was that Yeeboo Digital helped UNHCR Canada gain nearly 500 new potential donors.

The open rate of the Facebook Messenger engagements were unprecedented, at an average of 77.2%, proving the campaign messaging reached the targeted audience.

This more personalized way of communicating with a target audience is relatively new in the non-profit sector. Yeeboo Digital looks forward to taking the learnings from this project and using Messenger services in future projects to the fullest potential.