Kiva

Whether it’s fighting for gender equality, clean energy, or social justice, we all stand for something.

The Kiva community is built by people and the causes they care about, which is what this campaign was centered around. Having this drumbeat of giving to something you care about while benefitting the larger cause, allows not just existing users of Kiva to participate but also give new audiences a way in.

In an age of endless infographics, we wanted to provide an easy answer to getting involved in making a difference. We wanted people to join our movement.

Goal: Execute a multi-channel campaign to educate and acquire new users

Role:

  • Visual Designer

  • Copywriter

Project Duration: 160 hours

Tools:

  • Figma and Adobe After Effects (for design)

  • Google Docs and Google Sheets (for copywriting)

Constraints:

  • Creating deliverables within set timeline

  • Ensuring all aspects of the campaign were in line with branding and cohesive across communication channels

Background

Kiva works to crowdfund loans and unlock capital for the underserved—improving both the quality and cost of financial services, as well as addressing the underlying barriers to financial access around the world.

By lending as little as $25 on Kiva, users can be part of the solution and make a real difference in someone’s life.

Own the Change

Campaign Branding

Because the causes people care about are so deeply personal and unique to each individual, I wanted to channel the sense of filling in the blanks. This is echoed through the doodle-like elements seen throughout each medium’s content. Creating these visuals had to be different enough to signal to users that the campaign was going on, but still had to work in conjunction with Kiva’s already existing brand identity.

Wordmark

Social Media

Instagram Story

Nothing like sharing that you care! We wanted to tap into the questionnaire/tag-a-friend template type of Instagram Story posts so that anyone could interact with this moment.

Even though this post is kept pretty general language-wise, we wanted to tie it back to Kiva. For those who were curious about what Kiva has to do with the cause they care about, they could look more into how Kiva plugs into the equation since most people aren’t involved or know about microfinance.

Instagram In-feed Posts

Testimonies are extremely valuable and impactful for communications as we have the privilege of telling both our borrowers’ and lenders’ stories about how much being a part of Kiva genuinely makes a difference.

Email

A new feature rolled out in this campaign was the use of modules. These interchangeable modules allowed us to rapidly build out emails and make variations for our different email segments in order to increase conversion rates.

Results

The campaign ran for 2 weeks and raised over $6.3 million (USD) in loans.

These funds went to over 24,000 borrowers around the world! This was made possible by the 53,000 lenders who participated and their contributions.

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Mara Hoffman