Our challenge was to use digital media to deliver 47,000 leads at a lower cost per lead than ever before.
Our strategy featured a combination of paid search, display advertising, paid social, YouTube advertising and email. With the goal of generating over 47,000 leads for the Big Garden Birdwatch, the campaign was also designed to boost awareness and create excitement around the survey.
Experience of working on numerous RSPB campaigns meant we could implement precise targeting and optimisation techniques from the outset.
Paid search and display both generated more leads than forecast, with a much lower cost per lead. In addition to this, paid social media activity drove strong engagement levels in both Facebook and Twitter delivering over 160,000 interactions with the ads.
A bespoke combination of direct response and awareness building digital marketing activities that work together cost effectively led to significant improvements on the previous year’s results; and another successful RSPB campaign!