Digital Marketing strategy execution to drive donations

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

Case Studies

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Google Tag Manager setup optimization (going from using 200 tags to only 7 tags)
Comprehensive tracking setup (100% of user interactions are tracked)
Best-in-class google analytics structure configuration

Digital advertising for online telecom platform

+110% growth in conversions
+57% increase in impression share

Google Analytics tracking configuration + Conversion Rate optimization for Australi...

Reliable data collection (back-end data match by 98%)
Tag Manager set up to seamless integrate the tags and pixels
Data Studio dashboards built for the marketing team and product owner
Booking rate improvement by 19%

Google Analytics Tracking Configuration and Analysis Support for Digital Goods Mark...

Revenue increased by over 20 %
eCommerce conversion rate increased by over 37%
The number of transactions increased by over 42%

Digital advertising for B2B marketing automation platform

-30% lower CPA Y/Y
+35% higher number of leads Y/Y

Google Analytics tracking clean-up and structuring for world’s largest medica...

Design and implement an effective tracking system to minimize 3rd party tag implementation
Build actionable and interactive reports for executive, operational, and marketing purposes (for data-driven decision making)

Digital marketing strategy and execution for the online eCommerce

+42% ROAS improvement P/P
1,200% increase in sales P/P *P/P – comparison with previous period; based on Jan-May 2020

Digital advertising to effectively grow the meal-kit delivery business

-15% lower Y/Y cost per customer acquisition (CPA)
+2.6X Y/Y growth in customers