Creative Optimization for Charity: Water

Charity: Water is a non-profit organization aiming to end the water crisis by bringing clean and safe drinking water to communities in developing countries where water is scarce.

charity: water wanted to produce fresh and new concepts that maximized the use of their videography and photography assets.

In the four months of our work with the team at charity: water, Thrive developed a strategy that produced creative learnings through messaging tests and iterations, all while producing different concepts.

On the first round of testing, we tested three different stories:

--How Scott, the CEO, founded charity: water

--Locals in need of clean water; and

--How motivated children helped raise money for charity: water.

After launching the first round of ads and gathering learnings, we hypothesized that the new concept layout was a factor that drove positive results. Hence, we decided to further test this hypothesis by producing two different layout options for each of the three stories in the following creative test.

Another creative test that we built was a messaging test to figure out which message resonated with people more: "Why trust charity: water?" vs. their Mission Statement. This test provided us with insights into the consumer motivators and their reasons to donate.

Lastly, we produced a new concept that explained the importance of clean water, where we tested two elements:

--Which of the three different price points would encourage more donors?

--Would adding the price point at the beginning or the end of the video be more impactful?

By testing different elements on each ad and optimizing them in every round, we were able to determine the best performing layouts, messaging options, and visuals that motivated charity: water donors to contribute to different clean water initiatives.