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How we increased social revenue 7x for CAP's Christmas Appeal
Intentional use of Paid Social delivered impactful results for Christians Against Poverty (CAP) in their 2023 Christmas appeal, resulting in a significant uplift in donations, new donors, revenue, and brand awareness.
Client:
Christians Against Poverty
The Brief
CAP came to us, wanting to better understand how they could use paid social to support their Christmas appeal activity. Before working with Arkyard, campaigns were built on a “set and forget” basis, leading to limited optimisations and underutilisation of platform automation. Assets were primarily static, budgets were smaller, and campaigns often did not leave the learning phase
The Approach
Recognising Christmas as the optimal time for CAP to acquire new donors and revenue, the paid social campaign ran alongside CAP’s wider appeal activity. Rather than just mirroring the traditional channels, we opted for a more digital-led approach to the campaign. This included things like extending the length of the campaign, going after a wider audience and prioritising video content in our planning. We leveraged User-Generated Content (UGC) to deliver the appeal message in a raw, authentic way that feels native to the platforms. In addition, over 5x more creative assets were used and tested, compared to 2022, to identify the “winning” ads for scaling.
Results
We were able to drive a significant number of new donors for CAP, a 8.8X increase from the previous year all whilst driving a positive ROAS.
Summary
The CAP Christmas appeal case study demonstrates the effectiveness of the intentional use of Paid Social in driving impactful results. The key findings include:
- Leveraging UGC in video campaigns can foster a genuine connection with users and drive donations.
- Increasing campaign duration allows for data-driven optimisations and informed scaling decisions.
- Utilising a variety of data sources provides a comprehensive view of campaign performance and attribution.
- Open targeting enables the platform to identify relevant users and optimise ad delivery.
590%
increase in donation revenue.
8.8x
increase in quantity of donations
290
new donors acquired
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