Challenge: NSPCC’s ‘Letter from Santa’ enables parents to sign up to receive a personalised letter from Santa, which is sent to their child and includes a suggested donation. It was an established revenue driver in 2016, but relied upon offline comms to drive traffic to the website. We were tasked with taking the acquisition and sign-up process online to reduce CPA and increase average donation.
Solution: We developed a variety of social assets for Facebook and Twitter. These included a short film, display and retargeting ads, emails, homepage assets, and a landing page with the theme of ‘the magic begins with a Letter from Santa’. The creative theme enabled us to go out a little earlier than in previous years, and encouraged parents to get online to order their Letter from Santa.
Results: Reduced CPA and increased average donation.