Objectives
Age UK wanted to make sure that older people have all the advice they need to put their affairs in order. They asked equimedia to help spread the word.
They wanted to increase awareness of their services and prompt more downloads of their free guides to making a will and estate planning at a time when PPC costs were increasing.
We were tasked with raising awareness of the support Age UK offer and tasked with increasing the number of downloads of their will making and estate planning guides specifically.
- Increase awareness of Age UK's free guide
- Increase the number of downloads of the free guide
Our Approach
With ‘Free Wills Month’ being a key time for a huge number of charities to promot legacies and offer free will making guides, PPC Cost per Clicks were rising and charities were being priced out of the market when using Google Grants funds due to the $2 maximum Cost per Click restriction.
Native advertising gave us the opportunity to reach relevant audiences and pay less per Click than we would when using PPC. This solution resulted in the campaign driving increased awareness of Age UK guides, a huge volume of downloads and the cost per download was kept to a minimum.
Results
The results from the 2016 Age UK campaign smashed the original targets. Having been set a target of driving 32 downloads, by the end of the campaign the guide had been downloaded over 3000 times through the native advertising campaign.
- 3000 downloads achieved
- 9275% over target
- 240% cheaper per download than PPC
- 200% increase in banner click through rate (CTR)
"The campaign surpassed all targets and expectations. It's vital that Age UK can share information directly to older people and their families efficiently and cost consciously. equimedia recommended channels that exceeded our KPI's and more importantly ensured many more, older people benefited."
Anthony Griffiths, Brand Marketing
3000 downloads achieved
9275% over target
240% cheaper per download than PPC
Interested in seeing what we can do for you? Get in touch and let us know about your requirements today.
