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Child protection training


The results

40% sales growth in the first three months

111% over target PPC performance for course sign-ups. CTR was 36% above goal

Over 5.5 million social media impressions (with limited budget)

200,000 video views across paid media channel – 30% above target

Email conversions were 20% above sector average

The brief

Increase sales in a key growth market – online child protection training for professionals – including teachers, carers and social workers.

The insight

We used an account based marketing approach to research and segment audiences into one-to-one, one-to-few and one-to-many. Identifying that child protection can feel a challenging responsibility, we created a campaign, 'Here for you'. This explained how the NSPCC could help build the confidence of teachers, police officers, sports coaches, and many more, to discharge their child safeguarding duties.

The campaign

We prepared personalised content for our one-to-one cohort and complemented this with persona-based and sector-based content for the one-to-few and one-to-many groups. Outreach involved marketing tools and automation as well as social content, email and PR.


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