Following a deep dive into the limited data available, we created a bespoke paid social strategy designed to get the right message, in front of the right people, at the right time.
To increase donations, we needed to serve up short, sharable ads with impact. This included a clear pitch, scroll-stopping calls-to-action, and emotive language.
Each audience was motivated by different messages, whether that was the chance to win an amazing prize in the auction, or a desire to support vulnerable groups.
We needed to split-test by including at least four image/copy variants per ad group so that we could optimize towards the best performing.
All audiences were geofenced to residents around Nottingham city area, as these individuals are most likely to engage with the community-centric message. We segmented audiences to test the most receptive groups, including targeting by: interests; demographics; similar to previous donators (lookalikes); and retargeting.
The charity’s pace of change was quick, so Impression also needed to stay agile when new opportunities arose that weren’t in our original strategy, such as the Charity Auctions. We needed to react quickly, creating new campaigns and getting momentum as quickly as possible before the bidding closed.