Poppy
Scotland
★ CASE STUDY
The Challenge
This year more than ever, the importance of increasing awareness surrounding the urgent nature of the Poppy Appeal was paramount.
Due to Covid restrictions, traditional methods of donation were limited.
Our goal was to quickly and efficiently raise awareness of the situation and promote easily accessible alternative methods of donation, whilst reminding people of the vitally important work Poppyscotland are involved in.
The Strategy
EMERGENCY APPEAL & DONATE DIFFERENTLY
Increase awareness of the emergency nature of the appeal. We distributed videos to targeted
audiences in Scotland across TV and YouTube showcasing the great work Poppy Scotland
do all year round, and why it was vital now more than ever people take action to donate online.
ONLINE DONATIONS
We tied the emergency appeal in with a programmatic display campaign which included a wide
range of formats, driving users to the new Poppyscotland website and Store to donate or purchase merchandise. We sequentially targeted users who had viewed the videos on YouTube with the
display ads to encourage them to donate differently.
Results
We achieved a 43.7% e-commerce conversion rate. This means that almost half of all users who landed on the site in the period donated to Poppy Scotland.
43.7% Conversion Rate.
8.7
Million
Results
Served 8.7 million display impressions digitally to highly relevant users.
Results
Almost 8,000 different donations are attributed directly to our online ads.
8,000
Donations
Fraser Bedwell - Head of Marketing ★ Poppy Scotland
“We faced a major challenge in moving the public from traditional cash donations
to online giving, but the campaign reached a huge audience in the short window
of time we have during the Appeal.
The response rate and average donation exceeded our expectations and we have a really
solid platform from which to grow our digital fundraising even further in the years ahead”.
An invitation for businesses to join in.
Our team blends knowledge and experience brilliantly taking a finger on the pulse approach to stay on top of the constantly emerging developments and opportunities presented by the current media landscape.
The future can indeed be bright. Why not give us a call to find out how bright.