Client: Canal and River Trust
Canal and River Trust is a charity protecting our heritage sites, keeping a network of over 2,000 canals and their wildlife alive. Our Summer Campaign tapped into the seasonal use of canals and rivers, leveraging it to drive key messaging. We reached audiences using Paid Social, Programmatic Display and Video, TV, and OOH and then used our proprietary martech tool ‘Lift Analytics’ to measure the correlations and impact of awareness spend on key search-based metrics. We leveraged a hyper-local, omnichannel approach to reach our target audience at multiple touchpoints using our ‘Golden Thread’ approach - taking the audience on a journey from ‘Awe to Awareness to Action’. Our impressions target was 12m and we received over 24m. Our CPA goal was £1.45, we achieved 52% below the target. For Programmatic ATL performance, the campaign delivered 54m impressions and average lifetime frequencies on channels ranged between 3 - 10. Lift Analytics helped achieve a 20% increase in Direct & Organic traffic to the site (benchmarked at 15%). A 25% increase in PPC Brand Total Available Impressions (the volume of people searching for Canal & River Trust, benchmarked at 10%). Plus, a 120% increase in PPC Brand Conversions (benchmarked at 50%).
