The Donkey Sanctuary ‘True meaning of Christmas’ campaign was created by equimedia to encourage people to become committed supporters by adopting a donkey at Christmas, for themselves or as a gift for a loved one, and raise awareness of the charity’s work. The campaign aim was to achieve 46% of the charity’s annual target for new adoptions – in just two months.
equimedia designed and created an efficient and creative online advertising strategy using a combination of programmatic display, promoted Facebook ads, ebay, and Amazon ads, and paid search to reach relevant target audiences, increase awareness of donkey adoption and drive people to The Donkey Sanctuary site to sign up. Deploying highly effective, time-sensitive paid search copy alongside emotive creative ads deployed through programmatic display and social channels, equimedia reached and engaged two different target audiences with tailored creative simultaneously; capitalising on the spirit of giving and the need to buy gifts in the run up to Christmas.
The successful campaign exceeded expectations, delivering 36% more adoptions than target, with paid search in particular over delivering 125% against its target. The campaign has also helped the charity reach new audiences, secure funding and build their supporter base for future communications.