How this collaboration started
At Hide and Seek, we do not call ourselves The Loving Agency for nothing. We do not just want to create great work, but also make a positive contribution to the world around us. That is why, from the very beginning, we have consistently dedicated time to charities and social impact organisations.
This collaboration started with a phone call. Sabine, co-founder of Hide and Seek, was contacted by Hivos with a request for a donation. During that conversation, another idea came up: rather than contributing financially, we would love to support in a way that was closely aligned with what we as an agency have to offer. That is how Hivos became a beautiful Loving Project.
That immediately felt right. Not only because of the important work Hivos does, but also because it connects closely to one of our own values: Different. To us, that means everyone should be free to be who they are. That is exactly why it felt so meaningful to contribute our time, knowledge and energy to this project.
The focus of the campaign
Together, through audits and analyses, we mapped out opportunities across paid social, Google, SEO and tracking. For the signature campaign, the main focus ultimately became Meta Ads, with the goal of generating as many high-quality signatures in support of LGBTQI rights as possible.
Our objective was clear: to drive as many quality signatures as possible that could be followed up via email. In this case, each lead was equal to one signature. The campaign resulted in over 1,000 signatures, well above the original target.
What we learned about lead quality
Just as valuable as the volume were the insights the campaign delivered. During the campaign, we tested different routes to a signature: through lead forms and through the website. In practice, the website route proved to be the most valuable. These signatures could be linked directly to the CRM, after which Hivos could take over the follow-up with potential donors through an email flow.
Visitors were given multiple opportunities to donate throughout the journey: in the form itself, on the thank-you page and in the follow-up email. Offering these different moments had a positive effect on the number of conversions.
That is what made this project especially strong: not just high engagement, but also clear insights into the relationship between lead quality, follow-up and eventual impact.
Why this was a true Loving Project for us
To us, this is exactly what a Loving Project should be: creating something meaningful together, learning together, and leaving an organisation with something they can genuinely build on. With Hivos, that felt even more special, because what they do and what they stand for is incredibly important in today’s world.
A big thank you to the Hivos team for their trust, the wonderful collaboration, and all the thoughtful gifts afterwards. The handwritten card, the scarves, the chocolate, and of course the beautiful Hivos doormat were the perfect finishing touch. We walked away with big smiles on our faces. That is what it is all about.
And if you also strongly believe that everyone should have the right to be themselves, please add your voice in support of Hivos via this link.