Amnesty International

Amnesty International is a global movement of more than 10 million people who are committed to creating a future where human rights are enjoyed by everyone. United by our shared humanity, Amnesty International believe that the power to create positive change is within all of us. Their mission is to build a world where everyone can enjoy the human rights enshrined in the Universal Declaration of Human Rights.

Identifiy a new moderate audience and provide a 360-degree target group profile

Ground value-driven campaign strategy in evidence-based insights

Translate insights into messaging that resonates with moderate audiences

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Mara Linnekamp, Project Manager, Amnesty International

Challenge and solutions

What was the challenge you were facing at the time you decided to work with Glocalities?

We wanted to test a campaign concept on a new target audience. We wanted to experiment with value‑driven communication, and therefore needed insights into the values that dominate within this specific new target audience.

What motivated you to consider Glocalities as your business partner to help you with this challenge?

As far as we know, you are the only organisation with in‑depth knowledge of the values within specific target groups. In other Amnesty sections, you have also already provided data regarding values within specific audiences, likewise for value‑driven communication campaigns.

How did Glocalities help you practically? How do you use Glocalities insights moving forward in your project?

We first reviewed the Glocalities EU Trend Report. This report, together with other information sources, contributed to shaping our problem analysis. We then asked Glocalities to specify the report for the Dutch context. Based on those more detailed data insights, we were able to define our specific target audience.To develop value‑driven communication for this group, Glocalities provided a 360‑degree target group profile.
This served as the foundation for creating personas that guided the creative campaign process that followed. The characteristics of these personas were also instrumental in determining an online targeting profile necessary for an A/B-test.

“The value‑driven version was viewed 27 times more often than the ‘traditional’ version. For us, this provided compelling evidence that value‑driven communication is a powerful tool for making progressive messages resonate with a moderate audience.”

- Mara Linnekamp, Project Manager, Amnesty International

“The value‑driven version was viewed 27 times more often than the ‘traditional’ version. For us, this provided compelling evidence that value‑driven communication is a powerful tool for making progressive messages resonate with a moderate audience.”

- Mara Linnekamp, Project Manager, Amnesty International

How do you evaluate the Glocalities services? Did these meet your expectations?

Our collaboration with Glocalities aligned with our expectations; we know that Glocalities generates and delivers in‑depth data about specific target‑group segments. The strength of Glocalities lies not only in generating such audience data, but also in providing the analysis and translating it into, for example, communication strategies using archetypes.

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Get in touch with us to learn more about how we helped Amnesty International and what we could do for you:

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GLOBAL INSIGHTS FOR GROWTH AT YOUR FINGERTIPS

GLOBAL INSIGHTS FOR GROWTH AT YOUR FINGERTIPS

Amnesty International

Identifiy a new moderate audience and provide a 360-degree target group profile

Ground value-driven campaign strategy in evidence-based insights

Translate insights into messaging that resonates with moderate audiences

Challenge and solutions

“The value‑driven version was viewed 27 times more often than the ‘traditional’ version. For us, this provided compelling evidence that value‑driven communication is a powerful tool for making progressive messages resonate with a moderate audience.”

“The value‑driven version was viewed 27 times more often than the ‘traditional’ version. For us, this provided compelling evidence that value‑driven communication is a powerful tool for making progressive messages resonate with a moderate audience.”

Get in touch with us to learn more about how we helped Amnesty International and what we could do for you: