MC&C Wins Silver & Bronze at the DMA Awards
Direct Response Media Agency MC&C has won Silver and Bronze at the DMA Awards for its work with WaterAid and UNICEF.
The agency won Silver for WaterAid’s ‘To Be a Girl’ campaign in the Best Use of Social for Customer Acquisition category. The campaign targeted young women with provocative social content exploring the different experiences for girls around the world, aiming to elicit engagement and drive donations for the charity. Through the use of strategic paid social media targeting and utilising the Quantcast Tailored Audience Segmentation tool – a media first – the campaign effectively tailored users’ journeys across social media and the wider web. The social campaign was a great success, driving 49% of the total campaign traffic, with 50% of donations coming from women aged 18-24.
MC&C also won a bronze award for Best Customer Acquisition for its ‘Riding the Media Wave’ campaign for UNICEF. Following the success of the award-winning 2013 campaign, this year’s activity sought to counteract compassion fatigue and keep people engaged and donated past the delivery of short-term emergency response. Through the use of effective real-time media planning, buying and messaging alongside UNICEF’s celebrity ambassadors, the activity far outperformed results for 2013, driving an increase in donations with ROI up a staggering 44% from the previous year.
Mike Colling, Managing Director of MC&C said: “The DMA Awards are one of the most coveted awards in the direct marketing industry. We are delighted to have been awarded Silver and Bronze this year in recognition of our excellent work with both WaterAid and UNICEF. As an agency, we pride ourselves on delivering effective campaigns that demonstrate sustainable incremental growth and measurable results for our clients and it is great to see these results being recognised by the industry.”