Objectives
Age UK wanted to make sure that those in later life have all the advice they need to live it to the full. They asked equimedia to help spread the word.
They wanted to increase awareness and prompt more downloads of their free guides to making a will and estate planning at a time when PPC costs were increasing.
Age UK wanted to provide people looking for advice on estate planning, making a will or those simply in need of support, with relevant and useful information before taking the next step.
- Increase awareness of Age UK's free guide
- Increase the number of downloads of the free guide
Our Approach
With ‘Free Wills Month’ being of interest for a huge number of charities, 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 the PPC channel. 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
- 1000% over target
- 240% cheaper per download then PPC
- 200% increase in banner creative response (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
1000% over target
240% cheaper per download then PPC
Interested in seeing what we can do for you? Get in touch and let us know about your requirements today.
