The Children's Society

Brief

Digital marketing was a relatively new area for the client and as such they were very engaged in the project and what digital marketing could do for them as a charity. The aim was simple: Increase online donations.

Our initial push into the digital space consisted of a pay-per-click campaign and an affiliate marketing campaign. As The Children's Society has a history of helping runaway children parts of the campaigns were tailored to cater for this.

Initial campaign

The initial campaign run consisted of an affiliate marketing campaign using a suite of low-spec banners focusing on runaway children, and a pay-per-click campaign with four landing pages to cover the four groups of keywords:

• Brand
• Christian
• Generic
• and Runaway search terms

After running for a few weeks, the results showed that the runaway landing page had the better results.

Email campaign

To further improve the results we designed A/B test email campaign pitching the runaway design against a new concept loosely based on the TV series "24" using the email to tell the story of a fictional girl, Leila, running away from home and the landing page to tell the story of her experiences when she reaches London.

The "24" landing page used Flash to capture the time of the users computers so when users visited the landing page from the comfort of their homes they see what Leila living on the streets of London would experience at the same time.

This more engaging approach in the The "24" concept proved to be more successful.

Pay-per-click campaign revisited

Following the success of the "24" inspired email campaign it was decided to design a new pay-per-click landing page that was more hard hitting with larger more striking photo and less text with more straight to the point copy.