A Goat-fluencer Invites Canadians to ‘Unbox Hope’
Plan International Canada’s annual Gifts of Hope campaign features more than 300 individual ads running across digital
Gift-giving season is nearly here, which means Plan International Canada is once again asking Canadians to consider “goat-giving” as part of its key fundraising initiative, the long standing annual Gifts of Hope campaign.
For this year’s campaign, built around the theme “Unbox Hope,” the organization and its new agency partner Lifelong Crush have created a “goat-fluencer” that is appearing in some 300 pieces of individual creative tailored for various social and digital platforms, such as TikTok and Instagram.
The digital-first campaign runs through Dec. 31. It also includes ads specifically timed for Giving Tuesday on Nov. 29, as well as digital out-of-home in select cities.
The charming ads feature a cuddly, jean jacket-wearing goat puppet with oversized eyes and prominent ears, who’s thrilled to see all of the gifts containing crucial gifts such as medicine, food baskets, and, of course, goats.
Goats are just one of the more than 65 gifts available in Plan International Canada’s Gifts of Hope catalogue and have become a signature item over the years—with people having bought more than 45,000 of these life-changing livestock since 2012. They have also become one of the annual fundraising campaign’s marketing mainstays.
“To make sure the campaign resonated with people in the right way, we wanted to focus on the true purpose of the holidays,” says Kim Hunter, Group Account Director at Lifelong Crush. “We know this time of year is a chance to create lasting memories, but they’re often filled with disposable moments. That’s where Gifts of Hope comes in. It’s a way to give something that has a real lasting impact.”
The Gifts of Hope campaign continues to outperform the charity industry as a whole, achieving its revenue goals in fiscal 2022 while 43% of charities reporting decreased revenue. The highly targeted campaign, executed by The Aber Group, also allows Plan International Canada to maximize its marketing budget by ensuring that the ads reach qualified donors.
According to Jason Matta, Vice President, Donor Marketing, over 300 individual assets were created to illustrate to donors just how many ways Canadians can make an impact in the lives of children and families around the world. “We know people want to give gifts with meaning,” Matta says. “With Gifts of Hope, there’s a multiplying effect to what we offer: these real gifts not only inspire your friends and family, but they also help empower the children and families around the world who receive them.”
@plancanadaHope comes in many forms, but each Gift of Hope you give helps make a real, lasting change. Visit plangifts.ca to learn more.
Campaign: Gifts of Hope Holiday Campaign
Client: Plan International Canada
Vice President, Donor Experience: Jason Matta
Director, One Time Gifts: Emma Patterson
Senior Manager, One Time Gifts: MacKenzie Collier
Creative Agency: Lifelong Crush
Creative Directors: Julie Martinson + Marcelo Mariano
Senior Art Director: Fabio Siqueira
Senior Copywriter: Frank Megna
Strategy: Savannah Onofrey
Group Account Director, Client Success: Kim Hunter
Integrated Producer: Claire Young & Demi Veselinovic
Digital Producer: Feyi Sodipo
Production Designer: Immanuel Fernandez
Media Agency: The Aber Group
Account Director (Media): Kelly Morgan
Production Company: Immediate Group
Director: Ryan Bergmann
Director of photography: Barry Cheong
Executive Producers: Marsha Doucette
Line Producer: Ted Ghanime
Editorial: Lifelong Crush
Editor: Chris Stewart
Production Lead: Demi Veselinovic
Banner Production: Candy Banners
Executive Producer: Lorna Ledezma
Producer: Chantal Lim
Puppeteer: Adam Francis Proulx
About Plan International Canada
Plan International Canada is a member of a global organization dedicated to advancing children’s rights and equality for girls. We have been building powerful partnerships for children for 85 years and are now active in more than 75 countries.
Visit plancanada.ca and plangifts.ca for more information. Follow @PlanCanada and #GiftsOfHope on social media to join the conversation.
About Lifelong Crush
Lifelong Crush is a full-service creative agency made up of a team of content and culture experts passionate about keeping brand love alive through relevant and engaging content and customer-first experiences. As sister agency to Broken Heart Love Affair, Lifelong Crush focuses on Brand Elevation to complement Broken Heart Love Affair’s Brand Transformation offering. This one-two punch is delivering results for clients across North America, including Arterra, Air Miles, Simplii, Dairy Farmers of Ontario, Kruger and Internova.
About The Aber Group
Each year, we create, manage and optimize hundreds of successful, direct response, digital media campaigns for leading for profit and not for profit organizations, universities and colleges, tourism destinations, and arts organizations in Canada and the USA. We know first-hand about the ever-changing digital marketing landscape – search engine marketing, online and mobile media, programmatic media, native ads, content partnerships, mobile apps, video, social network advertising and beyond. Contact us today to see how we can make your next digital campaign even more successful. Visit https://www.abergroup.com/ to learn more.