How we supported Child Bereavement UK's 'One More Minute' Campaign
Child Bereavement UK is a charity that gives face-to-face support to children, young people, and families, when a child grieves or when a child dies. We were tasked with helping to boost awareness of their One More Minute campaign.
HERE’S HOW WE DID IT
CAPTURING THE AUDIENCE
CBUK, although a small charity, was already well versed in how to promote its content organically on social media, but wanted to find a way to reach a wider audience. The charity hoped they could encourage more people to give to and support the organization through monthly donations by increasing awareness of the work CBUK does. This meant that we had to reach those who were most likely to donate and be touched by the content we had to share.
TOUCHING HEARTS & RAISING AWARENESS
We ran a creative advertising campaign on social media focused on the celebrities who had supported the campaign by sharing their own touching stories. Alongside this, we encouraged users to share their own #OneMoreMinute wish through our organic social strategy and called upon them to find out more about the campaign, ultimately motivating them to donate to the cause.
Extensive customer research was carried out by our teams, in order to serve relevant content to the audience best-placed to set up monthly donations. As this was a wide audience base, we decided to trial various types of content, continuously learning and optimising towards ads that saw high engagement.
UTILISING GOOGLE NON-PROFIT ADVERTISING
The Google Ad Grants programme allows nonprofit organisations to advertise on Google AdWords cost-free. Eligible non-profit organisations are allocated $10,000/month AdWords budget to promote themselves and advance their missions.
Early on in our working partnership with CBUK, we realised that their AdWords account was set up poorly. Google requires beneficiaries of their grant to have a specific and specialised AdWords set up. This meant that, despite having a grant, CBUK were unable to make use of the funding. Through our expertise and optimisation work, we were able to meet Google’s requirements for ‘quality score’ within the account and begin sending high intent traffic to the website at no extra cost to Child Bereavement UK.
The campaign worked incredibly well and spurred a lot of engagement on Facebook. Our engagement metrics were strong, and notably, we received comments from many users discussing what they would say if they had one more minute with their loved one, which was very moving and showed the emotional connection people were experiencing with the campaign.
The campaign worked incredibly well and spurred a lot of engagement on Facebook. Our engagement metrics were strong, and notably, we received comments from many users discussing what they would say if they had one more minute with a loved one, which was very moving and showed the emotional connection people were experiencing with the campaign.
“The campaign has exceeded all our expectations and we're delighted with the response across all media. It was an ambitious project and new territory for our charity and Curated's superb support with the ads and posting has been an enormous help.“
ROBIN NGAI
DIGITAL MEDIA EXECUTIVE — CBUK
