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Here are some examples of successful campaigns I've previously created for various brands. Please note: Due to the UK's GDPR (General Data Protection Regulation)
no official classified company information relating to exact ad spend and numerical
results have been shared. This is to respect the confidentiality of corporate brands.
Here are some examples of successful campaigns I've previously created for various brands. Please note: Due to the UK's GDPR (General Data Protection Regulation)
no official classified company information relating to exact ad spend and numerical
results have been shared. This is to respect the confidentiality of corporate brands.
MAF's Free Christmas Card Campaign
What was the campaign goal?
Every year, the world's largest humanitarian airline charity Mission Aviation Fellowship (MAF) launch a free Christmas card pack lead magnet to attract new supporters.
We A/B tested two different designs for a national UK audience over six weeks in October. The campaign's two main aims were to:
1) Attract new leads from those that had ordered the cards from our specific website landing page.
2) Analyse which asset would perform better on Meta and Google so this learning could
be implemented for the following year's campaign.
What were the results?
Every year, the world's largest humanitarian airline charity Mission Aviation Fellowship (MAF) launch a free Christmas card pack lead magnet to attract new supporters.
We A/B tested two different designs for a national UK audience over six weeks in October. The campaign's two main aims were to:
1) Attract new leads from those that had ordered the cards from our specific website landing page.
2) Analyse which asset would perform better on Meta and Google so this learning could
be implemented for the following year's campaign.
What were the results?
Overall, the campaign exceeded our expectations as we had many positive comments from new and current supporters on the Meta ads, whilst the card stock had sold out before the advertising campaign had finished!
The results showed both designs had high engagement and there wasn't a huge difference in the statistics of which one had the most clickthroughs. These findings showed creating similiar messaging and not having too many variants in the designs engages this particular audience better.
After analysing our UTM (Urchin Tracking Module) links data, we discovered there were freebie websites sharing what was meant to be a unique link to an audience we didn't originally target (i.e. freebie Facebook groups).
We responded by creating a specific landing page for that link so it would redirect that audience to a message saying the cards had sold out. This strategy worked and helped us plan ahead for next year's campaign so non-targeted audiences wouldn't be mixed with the original demographic we were targeting.
The results showed both designs had high engagement and there wasn't a huge difference in the statistics of which one had the most clickthroughs. These findings showed creating similiar messaging and not having too many variants in the designs engages this particular audience better.
After analysing our UTM (Urchin Tracking Module) links data, we discovered there were freebie websites sharing what was meant to be a unique link to an audience we didn't originally target (i.e. freebie Facebook groups).
We responded by creating a specific landing page for that link so it would redirect that audience to a message saying the cards had sold out. This strategy worked and helped us plan ahead for next year's campaign so non-targeted audiences wouldn't be mixed with the original demographic we were targeting.
Pictured: The Christmas cards campaign landing page banner
MAF's Gift Catalogue Campaign
What was the campaign goal?
I created the main landing page and 8 video Meta / Google ads for the MAF annual online charity gift catalogue. Gifts included buying cans of fuel to keep MAF's planes flying, a seat on a plane for an optician and even books they delivered which are printed in the languages of global communities.
The campaign goal was to see which gifts were the most popular and to sell as many gifts as possible. We also planned to maximize this season of giving with a second follow-up re-targeting encouraging donors to choose a new, different gift a few weeks before Christmas.
I created the main landing page and 8 video Meta / Google ads for the MAF annual online charity gift catalogue. Gifts included buying cans of fuel to keep MAF's planes flying, a seat on a plane for an optician and even books they delivered which are printed in the languages of global communities.
The campaign goal was to see which gifts were the most popular and to sell as many gifts as possible. We also planned to maximize this season of giving with a second follow-up re-targeting encouraging donors to choose a new, different gift a few weeks before Christmas.
What were the results?
After advertising for 8 weeks, we saw three specific gifts that were advertised had the highest amount of sales over the Christmas season. Hiring an African voice artist to record the voiceover combined with real life footage from the countries were powerful factors in why the campaign was so successful.
The findings confirmed what the charity already knew and could capitalise on - namely using footage that doesn't look too polished or look too much like an advert performs best on social media.
Pictured below: The gift catalogue landing page
Wycliffe's Austrian Summer Camp Campaign
What was the campaign goal?
Wycliffe is a translation company that runs an annual summer camp for young adults to learn about the work Wycliffe does across the globe and how they can get involved.
I travelled to Austria where the camp takes place and produced this promo video with a professional videography team. The campaign goal was to attract new leads from university students and graduates. I edited clips from the video to create Meta ads targeting a specific warm audience with the same interests and values as these young adults had.
I travelled to Austria where the camp takes place and produced this promo video with a professional videography team. The campaign goal was to attract new leads from university students and graduates. I edited clips from the video to create Meta ads targeting a specific warm audience with the same interests and values as these young adults had.
What were the results?
We saw a high spike in new audience clickthroughs to the website landing page when the first visual hook they saw were smiling faces at the beginning of the video. In the past, the team informed me they had normally just shared static images to promote the summer camp but they didn't perform well due to there being a sense of what the experience would feel like (which the video communicates very well).
There were several sign ups from young adults who had never heard of the company before so overall, this was a positive outcome from using video ads.
Pictured below: A static image that wasn't as effective as the video ad.
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