CASE STUDY: Haiti Hospital Appeal Facebook Campaign

Provided by Gasp
The aim; to raise money and awareness for this noble cause through Downton Abbey fans.

What was the Challenge / Background of the Campaign?

Since 2006 HHA has worked alongside the Haitian Government and grass roots partners to provide accessible, quality healthcare to some of the most vulnerable people on the planet. In March 2014, HHA patron Laura Carmichael offered a once in a lifetime experience for Downton Abbey fans, to spend the weekend with her onset and in London. The aim; to raise money and awareness for this noble cause.

What was the Campaign Objective?

Our job was to reach as many people, as quickly and (crucially) as cost effectively as possible. Thereby driving donations via Omaze; a website that enables transformational experiences to be open to everyone, rather than those with the deepest pockets.

What was the Solution?

In 4 days we set up a Facebook advertising campaign open to all Downton Abbey Fans in the most popular territories - the UK, China, Australia and N. America. We posted, boosted, shared and started conversations on more than 40 social sites, fan sites, blogs and forums and contacted 15 international newspapers, magazines and media groups. All with the single-minded intention to drive traffic and donations to the HHA page on Omaze in the first week of the campaign launch.

What were the Results?

The Facebook campaign exceeded expectations with just shy of 2,500 clicks through to the website and a reach of 402,677. Beating 0.02% for clicks to websites and 0.205% for non-profit CTRs. Our campaign achieved an average CTR of 0.575%, peaking at 1.643% for a particular ad format. On top of this, our media outreach concluded in FREE coverage in The Guardian and 3 placements in The New York Post. In that first week, donations totalling more than £15,000 came flooding in and that was before any advertising was published!

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kDownton Abbey viewers over a 4 day period
All adults
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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