UNICEF Malaysia – Long Term Agreement for Digital Media Marketing Services

Objectives

• The assignment seeks to deliver measurable improvements to UNICEF Malaysia’s digital fundraising outcomes through the delivery of specialized services across three strategic categories. The agency (or agencies) contracted will be expected to contribute to the following key objectives:
  • Digital Fundraising & Performance Marketing Strategy
  • Digital Insights & Business Intelligence
  • Paid Media Performance Marketing Ad Operations

Areas

• Specialized support will be required in the following areas:
  • Category 1: Digital Fundraising & Performance Marketing Strategy
    • The selected agency (or agencies) will be expected to:
      • Develop, test, and optimize digital fundraising strategies focused on donor consideration and conversion.
      • Translate fundraising goals into targeted digital media plans tailored for acquisition, reactivation, and donor retention.
      • Provide ongoing strategic consultation on campaign priorities, channel mix, and messaging effectiveness based on audience behaviour and performance data.
      • Advise on creative strategy, user experience, and funnel tactics to improve digital conversion performance.
      • Copywriting and creatives for digital media placements
  • Category 2: Digital Insights & Business Intelligence
    • The agency should offer:
      • In-depth data analysis and insights reporting to support evidence-based decision-making across digital fundraising campaigns.
      • Development and maintenance of custom dashboards, KPIs, and performance benchmarks.
      • Ongoing audience segmentation, profiling, and journey mapping using first-party, third-party, and platform-specific data.
      • Integration of AI-driven analytics, trend forecasting, and predictive modeling to optimize campaign ROI and targeting precision.
      • Insights sharing across regular performance review cycles, supporting UNICEF Malaysia’s culture of learning and optimization.
  • Category 3: Paid Media Performance Marketing Ad Operations
    • Agencies are expected to execute and optimize multi-channel digital ad operations, including but not limited to:
      • Search Engine Marketing (SEM) – campaign setup and management across Google Ads,
      • Microsoft Ads, and others.
      • Paid Social Media Marketing – including Meta, TikTok, YouTube, LinkedIn, and other emerging platforms relevant to donor acquisition.
      • Display & Programmatic Advertising – including DSPs, retargeting, contextual targeting, native ad placements, and inventory optimization.
      • Email and Affiliate Marketing – where applicable, to support donor lead nurturing and reengagement.
      • Ongoing A/B and multivariate testing for creative assets, audiences, placements, and formats to improve acquisition outcomes.
      • Campaign reporting, insights synthesis, and recommendations for improvement based on defined fundraising KPIs.
      • Rapid-response deployment for humanitarian emergencies or time-sensitive appeals across channels, ensuring swift go-to-market execution.

Scope of work

• Digital Media Performance Marketing strategy to achieve UNICEF’s campaign objectives and overall fundraising goals – includes Search Engine Marketing (SEM), Social Media Marketing and other digital media and programmatic buying:
  • SEM
    • SEM plan to drive prospects to a designated landing page, including keyword and ad group designs, optimization strategy and tactics.
    • Implementation and monitoring of SEM plan to track and optimize results.
    • Media or programmatic buy for search engines.
    • Copywriting input for SEM.
    • Scheduled reports, analysis and recommendations against designated KPIs.
    • Account management, with focal point reachable during office hours and in case of emergencies.
  • Digital media and programmatic buying
    • Campaign plan (including content proposal and media plan) for social media, based on latest industry standards.
    • Audience analysis and media plan for media placements and partnerships across social media, search, display, video and other digital channels.
    • Copywriting and creatives for digital media placements
    • Implementation and monitoring of digital media plan to track and optimize results.
    • Scheduled reports, analysis and recommendations against designated KPIs.
    • Account management, with focal point reachable during office hours and in case of emergencies.
  • Digital Media Optimization
    • Design dynamic digital media optimization plan focused on performance and key indicators.
    • Plan and execute A/B testing to improve overall digital fundraising results
    • Continuous analysis of campaign performance with findings and recommendations.
    • Design optimization tests to build and improve campaign effectiveness (measured by conversion and ROI).
    • Monitoring of machine learning and reporting results to inform future creative.
  • Digital Media Insights Monitoring
    • Monitor daily digital trends and user behaviour.
    • Propose new propositions and strategies based on latest digital marketing insights.
    • Design optimization tests to build and improve campaign effectiveness (measured by conversion and ROI).
  • Emergency Response
    • Digital media plan and execution for emergency appeal, providing full and immediate support, regardless of time or day (including weekends, public holidays, or off-work hours) with a turnaround time within 6 hours of notice.
    • Propose a dynamic plan for performance monitoring and timely optimization actions, especially for the first week of emergency response campaign.

Desired Qualifications, Specialized Knowledge or Experience

• A proven track record of at least 5 years in planning, implementing, measuring, and analyzing digital media campaigns.
• Experience of at least 5 years in analytics and optimization strategy.
• Experience of at least 5 years in digital media marketing (relevant industry awards is preferable).
• Experience of at least 5 years in working with e-commerce, telco & financial service client is preferrable.
• Experience in working with direct conversion campaigns is preferrable.
• Experience in negotiating reduced or free media placements for clients desirable.
• Ability to work within given budget and demonstrate cost-effectiveness.
• Wide network of partnerships that enables it to scale its digital marketing activities.
• Able and willing to provide support during off-hour emergencies.
• Ability to provide added value in business intelligence, reporting, and analytics.

For more information, visit UNICEF.