With worldwide development projects to support, Cuso International partnered with AVcommunications to engage their target—multi-ethnic professionals in Canada. This collaboration resulted in AV developing a campaign that surpassed targets and triggered adaptations for other initiatives.
Increase volunteer sign-ups and generate awareness for development projects in Latin America.
Spanish-speaking Canadian millennial professionals, 24-39 years old
The AV Answer
We showed them Cuso International’s world of social cause, exciting adventure, and self-discovery, and created a new platform based on a bold statement of a Cuso volunteer: “Be prepared, you will amaze yourself.”
“Amaze Yourself” or “Sorpréndete” in Spanish, was about unlocking potential as one discover new places and meets new people.
The platform had a distinct look and feel. The slogan, accompanied by intriguing headlines, was placed against a backdrop of Cuso volunteers… in action… in the community… in their moment of amazement!
Campaign results showed:
• Number of applicants for Latin America grew 77% over target;
• Successful placement rate also increased by 40%;
• Cuso’s web traffic grew by over 160%;
• and Facebook ads performed 199% over CTR benchmark and Instagram ads were 105% above CTR benchmark too.