Objectives

Advertising strategy revision and recommendations
Digital advertising strategy execution (media buying) across ad platforms
Optimization to meet target KPI: cost per donor

Challenges

Effective campaign planning and budget allocation to maximize the return on the budget (cost per donor) across multiple digital platforms: Facebook/Instagram Ads, Google Ads (Search, Display and YouTube), Pinterest, Twitter Ads, Bing Ads
Audiences configuration to build awareness, nurture consideration and drive conversions
Dynamic data-driven bid optimization and budget allocation accounting for the fast-paced campaign (3-week duration with a 10-day peak)

Solution

The media strategy was designed to include the tactics balanced out across the media platforms to allow reaching out the target audiences in a cost-effective manner (to meet target KPIs: volume of donations and target CPAs
Video ads were used to build the brand awareness across relevant audiences using Facebook/Instagram Ads and Google Ads (YouTube), which was reinforced with a different set of creative assets during consideration phase and push further down the funnel to convert reaching out ‘warm’ audience across paid social and paid search platforms
'Bottom-up' approach was used to continuously optimize the campaigns during the campaign flight, re-allocate the budget to best-perform platforms and tactics, and scale up
360-degree digital marketing presence

Results

Over £10,500,000 in donation amount; 65% more YoY
Over 100,000 donors; 67% more YoY

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