2019 Bronze Best Privacy by Design
04 Dec 2019
Agency: M.i. Media
Client: Medecins Sans Frontieres
Campaign Name: Putting PbD at the heart of MSF's DRTV strategy
Campaign Overview
Following high-profile safeguarding failures, trust in charities was disintegrating.
MSF committed to ensuring donor data would be secure to avoid reputational risk. Making privacy by design (PbD) a key priority would force reappraisal of DRTV strategy.
Strategy
TV-generated donations via SMS required the use of third parties to convert one-off donors to regular givers.
This had to stop.
MSF had honed its approach to using a DRTV-to-SMS recruitment mechanic over four years.
The organisation would now be operating without two key assets: high text-message response rates, and rapid test and learn through mobile data.
The charity reconsidered its targeting and measurement strategy to be more efficient.
It decided that by using a website-first approach it could communicate in a trusted environment and avoid data-sharing.
A rapid but successful delivery of the new approach has tackled GDPR compliance but also protects MSF from:
- SMS giving regulatory changes
- Call centre performance or bankruptcy issues
- Bad PR through donor complaints
PbD is more than just a procedural template: it’s vital to the charity's future growth.
Creativity
Despite strong existing creative, applying PbD principles caused MSF to lose the ability to track response.
But by implementing new tracking without sharing customer data, performance could be understood and campaigns optimised.
The new solutions were subtle but critically important. The crucial element was user-centred scenario planning.
This included:
- Targeted online messaging to supporters
- Adapted creative to showcase call to action, driving online response
- New ad set-up to omit confusing consent caveats, while retaining measurement ability
- Performance reporting based on direct response but without requirement for data sharing/storing
- Dynamic test-and-learn model to identify most appealing channel and ask
Thanks to those stages, testing had a high success rate allowing budget to be optimised to boost results.
Results
Within two months the first DRTV launched and, with PbD at its heart, exceeded GDPR compliance requirements.
After three bursts the activity beat previous SMS campaign ROI by 20% and future-proofed MSF against further regulatory changes.
The campaign satisfied PbD’s seven key principles with new processes and data architecture, all with an accessible approach that successfully engaged supporters.
The Team
Richard Slater, Business Director, M.i. Media - Craig Gallacher, Account Director, M.i. Media - Shona Barnes Campaigns Manager, MSF - Lee Butler, Digital Lead, MSF
Contributors
WPN Chameleon
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