The National Autistic Society KPI Up 2,614%, PPC Case Study

The Client.

Having worked alongside The National Autistic Society since 2018, we’ve had the chance to build a strong relationship with the charity meaning that they often approach us to support them with setting up and delivering one off campaigns. Each year in March and April, they prepare to celebrate World Autism Acceptance Week (WAAW) and 2022 was no different. Whilst we normally only manage their Grant account, this year we were asked to take control of the full campaign.

Results.

World Autism Acceptance Week is broken down into three parts: the Super 60 Challenge, School, and Community. The following KPIs are applicable to all channels including the grants we manage separately, and SEO managed by the client.

+138%

above KPI as part of the Super 60 Challenge

+161%

above KPI as part of the School Challenge

+2,614%

above KPI as part of the Community Challenge

The Objectives

Most charities focus on raising money and even though The National Autistic Society encourage donations, raising awareness to transform lives and change attitudes is a key part of their strategy. Through offering their free annual community and school campaigns, they’re able to effectively reach and engage with their target audience.

01. Super 60 Challenge: Generate 1500 sign-ups or fundraising pack downloads through Facebook, Google Ads (Display) and Twitter

02. Schools: Earn 1500 sign-ups and completed lead generation forms through Facebook, Google Display and LinkedIn

03. Community: Achieve 500 Quiz sign-ups through Facebook, Google Display and Twitter.

The Strategy.

Due to the organisational change and staffing problems The National Autistic Society have experienced in recent months, they relied on us to take control of the entire WAAW campaign concept. Utilising our knowledge of the charity and their past campaigns, we were able to provide effective guidance on the assets and ad copy used to support the ongoing development of the webpage to increase sign ups.

The Campaign.

Due to a business transition at the time of the campaign, we were limited in terms of what we could do with the design, so provided additional support to enhance the effectiveness of the campaign. They used images of Christine McGuiness, who was diagnosed with autism aged 33, alongside her children. Ultimately, we focused the ad copy on joining their ambassador to raise money for a great cause using the hashtag #WorldAutismAcceptanceWeek whilst encouraging families to embrace autism awareness. As part of their School campaign, The National Autistic Society offered a free autism educational email and other easily accessible materials that would enhance their messaging whilst doing something that would make change happen. A free quiz formed their community ad campaign which was further supported by a series of captivating ads that were used to distinguish which their target audience resonated with the most, increasing the total number of sign-ups generated.

+2,614%

above KPI as part of the Community Challenge

"Absolute Digital Media has been an excellent partner for our project. They quickly understood our objectives and took the time to get to know our brand and competitors to target our audience effectively. We are thrilled with the results and look forward to continuing our successful collaboration."

Barbara Grays

Senior Website & Digital Marketing Manager

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