MSF generated donations to help Afghan people

0.35%

CTR

£110

CPA

£11,686

worth of donations

Objective

Médecins Sans Frontières, also known as Doctors without Borders, and their medical teams are delivering vital medical care for the people of Afghanistan and surrounding countries, where the healthcare system is at breaking point following years of instability, lack of funding and conflict. To highlight this work and raise vital funds, MSF launched an Afghan Crisis Appeal.

Solution

MSF partnered with Nextdoor and utilized Sponsored Posts that targeted cities in the UK. They rotated multiple creative approaches that featured photographs from their medical efforts in Afghanistan. Local substitution in the CTA dynamically updated the neighborhood name to create a more personal message for neighbors.

Results

The campaign CTR was above Nextdoor benchmarks at 0.35%. More impressively, the $110 average CPA remained within brand goals throughout the campaign. Neighbors were inspired by the work MSF is doing and ended up donating more than £11,000 to the program through this Nextdoor initiative.