Project Outline
Looking to increase engagement and leverage new technology to create meaningful interactions, Feed The Children® chose AR to expand their multi-channel marketing efforts. With the goal of engaging donors in an exciting new space, they built upon a Direct Mail package that launched the experience via QR code printed on the outside envelope.
Feed The Children®
Case Study
Role
Strategy/Concept
Art/Creative Direction
Video Production
UX/UI Design
Tools
Adobe XD | 8th Wall | WebAR
Discovery
Compelling Localized Messaging
AR offers unique potential in terms of interaction and user behaviors, but the idea needs to start with a compelling message/story. The campaign focus is telling the story of hunger through the minds of a child experiencing it, possibly in your own town. The package includes a full color QR code-enabled direct mail package that drives to the AR Experience and custom donation form. In addition to the 3D assets that make the AR landscape, embedded video within the 3D model provides additional content/context.
An Exciting New Channel
Interacting with products or missions that have AR experiences can lead to substantially higher conversion rates, based on new data figures. Leveraging AR allows for an empathetic, human approach to showing the real effects of insecurities, whether it be food, housing or health. The hope for the end-to-end experience is to capture traditional audiences accustomed to receiving direct mail with the potential to convert to digital channels.
Impact Numbers
86.4 Million
Pounds of food and household items.
10 Million
People and families helped.
$399 Million
Value of distributed resources.
Data from Feed The Children® for FY 2023
Setting the Stage
The overall campaign was based around an individual story of “Hunger hiding in plain sight”. It was crucial to target the appropriate audience with this messaging, so user personas were created to zero in on communities and specific users that would likely be affected by the tone and content of the call to act.
Mapping the Journey
The user flow is not overly complex, but given the medium change (print to digital), the instructions and optimized steps are important to capture users. Once the experience launches, activity is tracked and follows the user through the full process. This includes placing the virtual asset, interacting with the experience and, ultimately, committing to the call to action.
Explore + Define
Creating the Gateway
Launching from a standard QR code-enabled outside envelope involved some initial instructions followed by on-screen prompts. This offers a smooth transition from a low-tech medium (direct mail) to a high-tech experience (WebAR).
The envelope design was eye-catching yet clear and uncrowded so that it can be scanned quickly. This was important considering the user was being introduced to a new form of communication with an organization they are familiar with.
Building the Experience
There were several complex aspects to delivering a seamless experience in the browser, including 3D rendering and embedded video assets within the AR focus. But it all begins with a simple QR code that acts as the gateway (although typical link sharing is also possible).
Once inside the web-based experience, a new set of decisions and settings are introduced.
It’s common for members of the same community to be unaware of their neighbor’s struggles. We need to enable these shared experiences.
Demographics
Using client-sourced data for their regional and national coverage, the idea was to connect the user to their local community to highlight the impact close to home. User data was collected based on a specific set of parameters.
Goals
Beyond the engagement factor, tracked donations were the most important goal. The experience was designed to elicit empathy from the user that would drive them to become more involved with the cause. Mapping out an idea of how users would be funneled through the stages helped identify opportunities to understand how to treat each user.
Define
Working with WebAR
Creating the virtual asset that would guide the experience, 3D rendering and art direction brought the stage to life. The factors used to represent the asset included scalability, separate stage areas, call-to-action ability and embedded video. The simulation of a household scene helped reinforce the overall message.
Simplified UI
The UI for this experience was trimmed down to focus on brand recognition and usability. Many of the prompts will be generated by the device, while allowing for overlays. A simple instructional UI was placed within the scenes to help navigate.
Credit:CXR.Agency
Deliver
Connecting Users to a Cause
The final experience allowed for a unique perspective on a social issue that is commonly overlooked. By leveraging technology and audience research, the user experience was optimized to guide users through a personal touchpoint that improved engagement and overall revenue.
34%
increase in web traffic
28%
open rate
21%
conversation rate
42%
increase in social channel follows
Learning & Looking Ahead
To connect to the modern user, technology needs to be accessible, clear and efficient in order to capture an audience. Taking risks is often necessary to stand out and deliver meaningful content in exciting new ways. Feed The Children® was able to elevate their brand standards and enter a new channel with intriguing possibilities.
It’s also important to consider the ethical impact of sharing content that is meant to invoke action. The potential for this type of experience in direct-to-user marketing is boundless. Seeing inside the operations of organizations that help as well as bringing stories to life locally could be possible iterations of this concept as it evolves.