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.
