+43% donation uplift

Christmas is a vital fundraising period for the animal charities to help rescue animals from cruelty and neglect. After success the previous year, our client's 2023 campaign needed to recruit even more new donors. 

Previous Christmas appeals saw the client deliver a 39% increase in five-year income as they diversified activity to include AdSmart, CTV and Netflix. This year they needed to go bigger.

To grab attention and drive awareness to deliver a significant uplift in income in the lead up to Christmas, they needed a +15% YoY increase.

Media agency JAA knew the existing digital conversion channels would not be enough to hit the income target alone. They needed to grow the audience pool with awareness channels.

Strategy
Working collaboratively with agency and client, Skyrise analysed geo-spatial data to understand where and when activity should be shown.

Analysis showed that OOH would be a core channel to drive reach. Campaigns that use OOH are 20% more likely to report large business effects than those which do not. So OOH became a core campaign focus. 
Cost-efficient ways to run OOH and still reach target audiences nationally were important to grab attention during a busy Christmas period. DOOH presented itself as the best opportunity to drive the awareness needed as efficiently as possible.

Activation
Skyrise used geo-temporal data to analyse the movement of uniquely curated donor audiences based on mobile network data signals. The audience variants included people interested in rival charities. This allowed the client to build a rich picture of who the target audience is, how they engaged with the media, but more importantly when and where they engaged.     

The platform mapped audience data against DOOH screens, indexing combinations, optimal times and days to garner the highest penetration for the audience. The client took advantage of undervalued screens and avoided overpriced time segments for their audience.

The campaign was only shown at the moments geo-temporal data indicated the audience would be in the vicinity. This meant the campaign appeared on sites and formats that generated impact – without a premium charge.

Results
The platform measured campaign effectiveness, proving that upper funnel activity could drive an uplift in donations and income for the client. 

Working with JAA, the effectiveness team created control and exposed areas. Campaign success was seen with the exposed DOOH areas showing: 

•43% higher uplift in donations compared to the control group; 

•57% more donations in postcodes where DOOH ran alongside Audio and Mobile 

•The growth rate of donations was 354% in the exposed locations compared to 49.5% in control locations 

Donations were 13% above target and most importantly the ‘Regular Giver’ income reached 29% above target; the most valued donation profile for the client.