What do you do when a campaign underperforms and stakeholders desperately want the next one to succeed?
This was exactly the challenge facing German charity, Inclusive Tomorrow.
In preparation for their upcoming spring campaign, the charity needed a fresh strategy that would drive company growth in the new year.
So who exactly is this charity?
Inclusive Tomorrow is a charity that funds itself through raffle tickets, offered as both one-off purchases and monthly or yearly subscriptions. With every ticket bought, the customer contributes towards projects supporting disabled people and can win a prize of €1.5 million.
What was my solution?
My solution was to take a data-driven approach to optimising the previous campaigns’ strategy. This involved analysing the available data to determine which areas performed well and which areas did not.
I also conducted an analysis to investigate any potential effects of one channel’s performance on another to inform the new strategy.
What was my role?
- Developing a full funnel journey, using competitor research
- Defining funnel metrics and ethical data practices
- Analysing previous campaign results and researching suitable attribution models
- Conducting correlation analysis on channel performance
- Translating insights into actionable recommendations for optimisation
- Creating a multichannel strategy for the spring campaign
- Building a project plan in Asana
- Preparing collaboration requests for Video and Product teams
What were the results?
✓ A fully-formed multi-channel strategy closely based on data:
✓ Sample communication concepts and calls to action to set the marketing team up for success when finalising the campaign.
✓ Here is a breakdown of how data informed the above strategy:
What were the key learnings?
In this project, I gained hands-on experience of working with marketing data and using these insights to form key recommendations, and ultimately a solid strategy. Examining relevant attribution models gave me an insight into how to determine which marketing channels were most effective at driving conversions and therefore how to best optimise the campaign. Not only that, the project boosted my capacity for higher-level campaign thinking and solidified my conversion-oriented mindset.
As well as this, the project allowed me to build on my skills of project management and stakeholder communication. Learning how to prepare a detailed project plan for the upcoming campaign as well as designing effective creative briefs has broadened my skill set and sets me up for success in terms of collaborative work within my future role.
And if you were to do it again?
If I were to repeat the campaign, one thing I would do differently is try to apply a different mindset to the task of analysing data. I realised that analysing data is not about trying to explain the ins and outs of the numbers…
It’s about trying to understand the story that the data is telling me and using that as a basis for communicating a plan to clients (who may know nothing about the numbers or marketing!). This mindset is something I will carry forward with me in the future when it comes to handling data.
Want to learn more?
Have a read of the full case study below:
Lewis Blakey 