A non-profit organization that works to reduce poverty worldwide wanted to inform and engage the community about the awareness issues they were tackling. Sphere joined the conversation to add a more strategic digital vision that required a refocus and expansion to better reflect the organization's accomplishments and broader impact.
CARE is a global leader within a worldwide movement dedicated to ending poverty. We are known everywhere for CARE’s unshakeable commitment to the dignity of people. With the great port unity of 75th Anniversary of CARE worldwide, we have to work together with care to drive a big campaign and classical concert across the 3 countries; Czech Republic, Austria, and Thailand to support children.
Understanding the launch of this campaign would be a focal point for starting conversations toward societal change, Sphere built an intuitive experience that featured not only the report but personal stories of mobility, news, events and ways to take action. In addition, we optimized the website for SEO to get as many locals involved as possible in this critical community issue.
Foundation like Care with global audiences require deep international research during the brand strategy phase, to make sure every piece of the identity is clear and compelling to all markets. We spent time, for instance, researching the prominence of the children in all of Care’s international markets.
Our task in creating Care’s brand voice, tone, and messaging guidelines was to bottle that feeling and make it replicable throughout all brand communications. To evoke that personality, we determined that the Care voice needed to be uplifting and aspirational, tempered with authority and professionalism. Meanwhile, we crafted messaging guidelines from Care’s core value as a foundation: We care for the future.
With a visual identity poised to support Care's awareness, it was time to start the interactive process. At Sphere, that means a lot of homework. Our team worked to develop a holistic view of Care's foundation and customer journey. We worked through information architecture, content strategy, and user experience. A strong foundation in these areas is crucial to a successful final product, weeks before any visual design begins.
In building a comprehensive brand identity, photography plays such a crucial role; we knew stock photography wouldn’t cut it. Our specific vision for unique stylized environments and product interaction could only be achieved through custom photography.
We developed photography styles that dictated messaging, aesthetic, and methodology. The shoot spanned 3 days and 200 children. The end result ensured a large library of photography for both advertising and social use.
The Care team asked us to help them distill their messaging and simplify the information on their landing page. A complex platform with many points of information and interaction, their existing site lacked hierarchy and appropriate user funnels, and the content therein was jumbled, lacked cohesive storytelling and tended to repeat itself. We worked with them to streamline messaging and calls to action, create a path to content acquisition for primary users, and separate out the content relevant to secondary users.
HIGHER CLICK-THROUGH RATE WITH DYNAMIC DISPLAY ADS
DECREASE IN COST PER
ACQUISITION ON SOCIAL MEDIA
INCREASE IN CLICK-THROUGH RATE
ON SOCIAL MEDIA