The Need

As the popularity of the child sponsorship product began to dwindle due to changing perceptions around the product’s model, the organization was looking for new ways to increase engagement and revenue from their existing child sponsor base.

The Solution

After conducting research with the child sponsorship teams, it became clear that the greatest unfilled desire of the average child sponsor was to send gifts directly to their child, with whom they were restricted to sending only letters. Gifts had been prohibited in the past because of the varied and restrictive customs regulations of the over 80 countries in which sponsored children lived. However, by identifying and working within the most restrictive guidelines, my team and I were able to identify a set of gifts that the organization could offer to send their sponsored child during the holiday season in a campaign called Little Treasures.

The solution included:

• Product branding and design guidelines

• Gift sourcing and pricing

• Packaging and distribution operations

• E-commerce

• Direct mail appeal

• Email campaign

• Digital advertising campaign

• Social media campaign

Key Assets

Key Branding Elements: Product logo, special use font option, special use Pantone palette.