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We recently ran a test to see if utilising creative marketing practices could increase the performance of a brand-led digital campaign, and it did. We are sharing the results to encourage other organisations to consider the quality of their output in areas where this could directly impact engagement, potentially resulting in increased donations and or pledge sign ups in the long-term. We partnered with Giving What We Can and produced a brand awareness video to test the power of creativity - the results prove the worth in investing time in the creative quality of movement marketing overall. Grace Adams, Head of Marketing at GWWC: “We are really happy with the performance of this campaign, and it’s given us more confidence to undertake more creative approaches with future campaigns. We’re excited to see how the increased awareness will translate into results further down the line.” Creative marketing practice refers to content production that employs innovative and imaginative approaches to capture the attention of the target audience and evoke emotional responses, effectively conveying the core message. The aim here was to test a more creative approach comparatively to the existing content across their social media. The quality of the creative concept in an ad is one of the biggest drivers to impact (see Kantar research here), and the results from this campaign indicate that we could see great returns by swapping out low fidelity, simply informative, ration-led content for more distinctive and emotive content. The Campaign The Headliners 1) 48x more views on Reels, Stories and Feed, than any previous campaign on Instagram. 2) Attributed Instagram profile visits were 249% higher than any other previous campaign. 3) Referrals from Instagram to the GWWC website are typically extremely low (<100 per month) however we produced: 1622 users referred from Instagram visited 4 mins or more 429 users referred from Instagram visited 10 mins or more 4) 96% of the earned likes[1] from the GWWC account lifetime originated from this campaign. This not only signifies the quality of the audience we targeted—individuals new to the content—but also highlights their engagement with the broader content ecosystem of the brand. 5) Retargeting web traffic with campaign-branded ads produced almost 3x more people visiting the pledge page compared to organic traffic visits to the pledge page, despite organic traffic representing twice as many new users overall. 6) Reached over 4.5m people in the UK with an average CPM (cost per 1000 impressions) of $1.61. This is 2.5 times lower than the average CPM for UK video campaigns, especially for YouTube and Instagram. And substantially lower than Giving What We Can’s previous CPM average of $6.14. To consider Organisations are not fully utilising creative marketing practices meaning that for every dollar you spend on your marketing and communications (having not considered a more creative approach), you are leaving impact on the table. Organisations under-prioritise long-term marketing even though it could have huge implications for awareness, funding and overall impact in the long-term but also significant results in the very short-term. In just 8 weeks, we’ve produced a substantial brand lift for GWWC and spread their campaign more widely than any previous campaign or drip feeding content. Organisations dedicate little to no time or resources to top-of-funnel, brand awareness building activity. This means that we are always asking something of our audience (short-term marketing) rather than working on them getting to know us first, increasing the likelihood of a bigger yes later down the line. (See, Freeman and Fraser 1966) Interested in a test? We are looking to partner with public-facing organisations to develop creative concepts that support your organisation's goals e.g. increase web traffic. We will develop the concept and create the collateral, dispersing the assets, tailored for each individual collaboration. We will focus on either; brand awareness, pledges (if you have them) and or direct donations depending on your goals. The goals for the collaboration would be; A clear and measurable increase in exposure Statistics as performance indicators e.g. social media impressions, click throughs from ads, etc. Increased exposure with minimal resource cost to your organisation Increased sense of what can be achieved with quality creative marketing campaigns

Summary Brand new logo and website developed for a leading animal welfare podcast. The Client How I Learned to Love Shrimp is a podcast about impactful and innovative ways to help animals, co-hosted by James Ozden and Amy Odene since March 2023. The podcast seeks to cover exciting projects that improve the lives of farmed animals, wild animals or accelerate building the animal advocacy movement. howilearnedtoloveshrimp.com The Brief The podcast needed a brand new and distinctive brand to stand out from the over-populated podcast space. They wanted something fresh and interesting that would work well for an eye catching thumbnail which is crucial for visibility on all major podcast platforms. The Solution James used his design skills to whip up an interested and shrimp incorporating logo which stands out from the crowd. The simple website was made as a landing page for those looking for more information and links directly to the Buzzsprout podcast feed. The Result A distinctive and memorable brand and simple but effective website to host the podcast episodes.

Summary We designed and rewrote One for the Worlds email schema for current and new donor streams and user journeys. The Client One for the World is a movement of people revolutionising charitable giving to end extreme poverty. 1fortheworld.org The Brief One for the World wanted to improve their overall comms with potential donors and supporters with the express aim of improving CTR and conversions for new pledgers. They wanted clearer and more streamlined touch points with their target audience with copy that felt fresh and in keeping with their youthful brand. The Solution We utilised behavioural science techniques and biases to craft a user-journey that engages the target audience, giving OFTW some long-term brand building opportunities as well as encouraging short-term donation activations. The Result We delivered a complex and carefully crafted series of emails which OFTW are currently implementing. We are looking forward to assessing the impact from this re-work in the coming months.

Summary We work regularly with Compassion in World Farming at various points in their campaign journey from idea conception to asset production. In this collaboration we devised and created a huge banner for a conference in the UK. The Client Compassion in World Farming is a campaigning and lobbying animal welfare organisation. It campaigns against the live export of animals, certain methods of livestock slaughter, and all systems of factory farming. It has received celebrity endorsements and been recognized by BBC Radio 4 for its campaigning. ciwf.org.uk The Brief To create a large and eye-catching banner for the Extinction or Regeneration food system transformation conference held at the QEII Conference Centre in London. The banner needed to demonstrate the mission of the END.it campaign, compellingly displaying the narrative of the campaign, taking the public on a journey and highlighting the problems, solutions and actions for change. The Solution We produced a massive 5m, thought provoking banner which was very well received by both the organisation and those attending the conference.

The Client Magnify Mentoring supports a global community of people who are motivated to have. positive impact with their careers and lives. The Brief User-Friendly was instructed to scope a new brand and name for Magnify Mentoring, previously known as WAMBAM. We underwent a detailed rebranding process, including building a new website and setting them up with usable digital assets. Magnify Mentoring is a retained client who we continue to support. The Result "To say I am impressed with Amy and James Odene of User Friendly is an understatement. The quality of their work is amazing. They were absolutely instrumental in helping Magnify Mentoring with every stage of our rebranding, building an incredible logo from scratch, designing and executing flawlessly every page on our website. They also prepared the website for my husband's congressional campaign. They worked so hard on a ridiculously short timeline and the work they created laid the foundation for our fundraising and launch! We are so grateful and they would be my first port of call for any project of this nature.." - Kathryn Mecrow-Flynn, CEO, Magnify Mentoring

The Client Animal Ask has been founded with the express aim to optimise and prioritise farmed animal welfare asks. They conduct in-depth research, narrowly targeted at key decisions between different animal asks, supporting animal charities, donors, policymakers, and governments so that they may do more good in the long term. ​ The Brief Create distinctive and attractive brand that positions Animal Ask as a prominant and trusted voice in animal advocacy research. The Solution User-Friendly supported the creation of this new charity organisation through dedicated branding work. We conducted an in-depth research process to scope the best branding and approach to increase the likelihood of success. From here we developed the organisation's look and feel including all branding assets and presence. The Result

The client Giving What We Can is a community of effective givers. They provide the support, community, and information you need to do the most good with your charitable donations across four different high-impact cause areas. givingwhatwecan.org The brief GWWC is a large multinational organisation with substantial creative assets requirements spanning multiple campaigns and programmes. They require regular additional resources to ensure that their output is high-quality, timely and message-driven without the entropy challenges of hiring multiple freelancers to produce the work. Our approach We support GWWC with a range of services from message development, campaign design and execution, social asset design and ad-hoc graphic design. The output from this collaboration is very efficient due to the long-term relationship we have with the creative team and familiarity we have with the brand. This saves any resource being spent on lengthy briefs, getting up to speed on the brand or concerns with communication nuances for the movement and its work. Results

The client Labour for the Long Term creates evidence-based guidance aimed at helping decision- makers take immediate action with a long-term impact. Their community of Labour members is looking to help the party develop its thinking about Britain's future. They aim to achieve this by holding events with MPs and researchers, producing rigorous briefings and providing actionable policy ideas. ​ labourlongterm.org The brief The client came to us needing an entire branding package for their recently formed organisation. Alongside the logo development, they required social media profile and header templates, a template slide deck, a branded document template and a branded report template. The brief was to create a brand that felt professional, differentiated against the landscape of similar lobbying organisations and politically sensitive to their positioning. Our approach We follow our rigorous branding process that is built from a market orientation perspective, with a focus on seeking out the best positioning to achieve both distinction and differentiation. The key challenge to this project was achieving a brand that was clearly politically affiliated with Labour, whilst being suitably distinct. The main target for this organisation is Labour Party MP’s so utilising a red associated with the party colour was also a request from the client. Our well established branding process aims to produce a brand with the strongest potential for success, starting with the logo and then using this as a springboard into the full suite of branded assets. Results Labour for the Long Term are enjoying a successful and distinctive brand.

The client 80,000 Hours provides research and support to help students and graduates switch into careers that effectively tackle the world’s most pressing problems. They are a Y Combinator-backed nonprofit funded by philanthropic donations. They have online guides, a podcast and job board all tailored towards the current opportunities to work on big and neglected issues, worldwide. ​ 80000hours.org The brief The success of 80,000 hours relies heavily on effective digital marketing that drives as big an audience as possible to their sites and related projects. The marketing function is well data-orientated and therefore often tests and iterates ad creative based on the most successful creatives. This requires a robust and collaborative approach to iterating work in a timely manner. Our approach Using our gained experience and behavioural science insight we are able to generate ad creatives and messaging with a strong likelihood of success, whilst supporting in iterating the assets in a timely manner. We’ve managed to generate substantial volumes of work that performs highly in a repeatable process of collaboration with the 80,000 hours team. Results "I’ve worked with User-Friendly on the ad creative for 80,000 Hours’ Facebook and Instagram ad campaigns. They produced dozens of creative assets, some working very closely from my specifications, and others that they designed fairly autonomously from open-ended prompts. I’ve found their work to be consistently high quality. [..] On my claim that their work is ‘high quality’: I think it looks good, but more importantly, it performs well at its intended function. I commissioned work from 3 graphic designers and User-Friendly’s work consistently significantly outperformed the work of the other designers." ​ Bella Forristal, Marketer, 80,000 Hours