Case Studies
The Client
This is charity founded in 2009 which benefits Make-A-Wish chapters in various locations throughout the United States, which helps to grant wishes for children diagnosed with critical illnesses in their local communities. It has so far donated over $78 million to participating Make-A-Wish chapters, helping make over ten thousand wishes come true. An additional non-profit brand dedicated to providing funding that helps build better lives for US veterans and their families was also eager to see how they can improve donations.
The Challenge
The brand runs a successful turnkey car donation program. It involves significant, effective, and ongoing advertising campaigns, state of the art analytics software, quality customer service staff, reliable vehicle pick-up services, and multiple vehicle resale avenues.
The mission is for the program to quickly become the local market leading car donation program when expanding into a fresh territory, generating major net dollar funds for their partner Make-A-Wish chapters. An RFP (request for proposal) to assist in effective and ongoing advertising campaigns to support this mission was put out and Soop were selected along with another provider to deliver the goals outlined in their proposal.
The Solution
Using the Soop creative team to design and build the Ad creatives in our Ad Builder, the customer success team set-up the digital ad campaigns and implemented intelligent targeting tactics such as Contextual, Keyword Search, Retargeting and Defined Audiences.
Using the right creative and targeting methods, Soop were able to connect with a super targeted audience much more likely to convert and boost donations. The Soop optimisation team continuously monitors and optimises the ad campaign to ensure ultimate performance.
The Result
Soop outperformed during the A/B trial against the other provider to become the sole partner of digital ad campaigns. The trial resulted in a surplus of 109% impressions, a 1.05% CTR (click through rate) and 98 donations with a ROI (return on investment) of 123%.
Following the success of the campaign, the organisation wanted to run another trial for one of their sister brands. This trial ran over a 4-week period, reaching over 10million, and resulting in 156 donations with an ROI of 170%.
The success from both campaigns meant Soop was chosen to become their long-term partner, managing digital advertising campaigns for three of their brands, managing digital advertising campaigns for both Vehicle for Veterans and Wheels for Wishes brands. Within the two trial months for both brands, Soop generated a colossal 245,734 leads, served their branded ads to relevant audiences (over 22,961,625 impressions), and generated over 289 donations, which resulted in a combined ROI of 147% and a long-term partnership.
Soop now contribute 42% of total traffic for the first brand and 66% of total traffic website for the second brand.
Following the fantastic results achieved for this charity's two brands, Soop were delighted to support the launch of a third brand. For the three brands, Soop generated over 70,000 clicks to their site per week and over 12.5 million impressions weekly. These campaigns use a combination of tactics including search terms, websites visited and audience targeting where we can target users based on specific demographic and in-market needs. Retargeting campaigns generated stand-out performance which delivered over 1.80% click through rates, capturing previous users with complimentary messaging.
