Increase sign ups to Big Garden Bird Watch for less
cost per lead 24% lower than forecast
More than half a million people took part in this year’s RSPB Big Garden Birdwatch. In support of the overall nationwide campaign, the challenge was to use digital media to deliver 47,000 leads at a lower cost per lead than ever before.
The strategy featured a combination of paid search, display advertising, paid social, YouTube advertising and email. With the ultimate goal of lead generation, the campaign was also designed to boost awareness and create excitement around the survey.
Experience of working on numerous RSPB campaigns meant we were able to 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 led to significant improvements on the previous year’s results; and another successful RSPB campaign!
Despite stretching targets to increase leads on previous campaigns, our Big Garden Birdwatch digital marketing activity this year still managed to over deliver. Not only did activity far exceed its leads target, the cost per lead was also more efficient. Great results for a great campaign.
Figure 1: Example Twitter post
Figure 2: Example display advert