Intergenerational NGO Rebrand & Ad Campaign
The Association TIT “ę” had operated the Seniorzy w Akcji program for over 20 years, involving seniors aged 60 and older in community activities. In 2025, they revamped the initiative, renaming it Pokolenia w Akcji to include younger participants as well. Their objectives were to refresh the program's identity, change public perception, and increase the number of applicants. Digiteria created a unified rebranding that featured a new logo, visual identity, and an improved landing page. Subsequently, we implemented a 30-day multi-channel campaign on platforms such as Facebook, Instagram, LinkedIn, and Google Ads, complemented by email marketing and SEO strategies. Major challenges included appealing to both seniors and youth, optimizing ad spending across different demographics, and ensuring effective conversion on the landing page. Our team crafted audience-specific creative content, conducted A/B tests on messaging, and tracked results on a daily basis. Weekly reports facilitated agile adjustments and budget reallocations towards more engaged groups. The outcomes were impressive: 1,300 clicks to the application form and 161 completed applications (46% above the goal), with 52% of applicants under 60, demonstrating successful intergenerational engagement. The campaign surpassed expectations, giving the program a contemporary and inclusive identity, while illustrating the revitalizing impact of branding, user experience, and targeted advertising on NGO initiatives.