We created a very successful and creative campaign with an impressive conversion: three out of five people who clicked on an online advertising medium purchased our product. But let’s start at the beginning: ASRA is a ZEWO-certified foundation that gives disadvantaged children in India access to education. We devised a campaign that created a direct link to the purpose of the donation. We developed “Better Futura” based on the “Futura” font. And it doesn’t just look good: it also does good, since all the proceeds go to ASRA.
The campaign was advertised to a very specific target group. People who might need a good font, for example designers, advertisers and artists, were reached via online banners, social media, print ads and posters.