A VE Day campaign that returned over 3,000%.
Royal British Legion Industries supports the armed forces, people with disabilities and the unemployed. For the 75th anniversary of VE Day, early in the coronavirus crisis, we ran a Facebook-led charity digital strategy, and the campaign achieved over 3,000% ROI from over 8,000 purchases across 30 days.
The results
A national moment, during a national crisis.
The 75th anniversary of VE Day was a nationally important moment, arriving in the early stages of the coronavirus crisis. RBLI needed to maximise its fundraising opportunities and find creative ways to engage customers in time.
A charity digital strategy, tested daily.
We began with campaign themes, messaging and imagery, then carried them into landing pages and point-of-sale messaging. Each audience had its own group of ads, allowing granular A/B testing throughout the campaign.
- Audiences built on interests, past interactions, service history and location
- A unique ad group for each audience
- Themed landing pages with a unified message
- Improved tracking across all platforms
- Daily reporting and forecasting in OmniBI, our in-house tool
Every pound worked harder.
Optimisation focused spend on the most successful audiences, driving a conversion rate twice the account’s previous average at £0.30 per conversion. Facebook Ads drove 25% of total campaign revenue, which reached over £1,000,000.
