We have loved working with Arkyard and cannot recommend them enough. They are passionate about making digital work for charities, are results-driven and know their subject inside out. They work collaboratively, so much so we think their part of the team, and have ensured that they upskill us in the process meaning we feel we were ready to build on their foundations.
Helping the Coalition to Stop Slavery Reach 1 in 10 in the UK
The Coalition to Stop Slavery are a group of leading UK charities, all heavily involved in fighting human trafficking. Their brief was to spread awareness of human slavery within the UK.
Client:
Coalition to stop slavery
The Brief
The Coalition to Stop Slavery are a group of leading UK charities, all heavily involved in fighting human trafficking. Their brief was to spread awareness of human slavery within the UK.
To help do this, the Coalition had some films made by Ben Priest, co-founder of Agency Adam & Eve, but needed to put these in front of their target audiences, so we partnered with them to run the digital advertising campaigns.
The Approach
With the available budget, we opted for four key digital platforms: Facebook and Instagram, because of the scale potential and opportunity for cheap impressions; YouTube, to maximise on quality video views; and Google Search, to ensure the discoverability of the campaign.
We ran a variety of campaign objectives, ads and placements to meet multiple campaign KPI’s. To achieve maximum reach at scale, we ran brand awareness campaigns across a broad spectrum of placements. In parallel with this, we ran separate campaigns for in-stream video views, so that we could maximise on the video potential in dedicated video environments.
This approach allowed us to be agile in pushing/pulling the lever between maximum reach, whilst ensuring the quality of impressions. Lastly, we ran some conversion-based strategies to encourage action for those engaging with videos or visiting the site.
The Results
The campaign overall saw huge impact for the charity, with the key results including:
- Approximately 1 in 10 of the UK population reached
- More than 2 million combined 15 second+ video views
- 80% completion rate for 15 second videos
- Digital activity was responsible for more than 80% of overall website traffic
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