Three years of the same ad - what we have leant
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Anya Muir Wood, senior copywriter, Anthony Nolan Alex Cupit, online recruitment lead, Anthony Nolan Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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Three years of the same ad - what we have leant
- 1. CHARITY COMMS CREATIVE GROUP CREATIVE SOCIAL MEDIA ADS THREE YEARS OF THE SAME AD Registered charity no 803716/ SC03882 Anya Muir Wood – Senior Copywriter Alex Cupit – Online Recruitment Lead
- 6. AND ALL OF THIS… PEOPLE A DAY
- 11. ALL FROM ONE AD…
- 12. WHAT HAVE WE LEARNT? Registered charity no 803716/ SC03882
- 13. 1JUST DO IT 2TEST & LEARN 3KEEP IT FRESH
- 14. JUST DO IT Registered charity no 803716/ SC03882
- 15. 1 JUST DO IT • A problem – difficulty reaching our target audience • An idea of where this target audience was • A little bit of budget • Old creative • Not much knowledge of Facebook ad formats • Bad jokes WHAT DID WE HAVE? ‘Heroes needed. Six packs not required.’
- 16. 1 JUST DO IT • Made a hypothesis and a plan to test the creative • Taught ourselves a bit about ad guidelines • Wrote copy and resized images for four ads • Created a lookalike audience • Went for it WHAT DID WE DO? 1. Direct 2. Humour 3. Donor quote 4. FOMO
- 18. TEST & LEARN Registered charity no 803716/ SC03882
- 19. 2 TEST & LEARN • Thought of more variables • Creative, audience, location, placement, seasonality, platforms • Prioritised our tests • Demonstrated positive results • Grown this activity WHAT HAPPENED NEXT?
- 20. 2 TEST & LEARN • Tone really matters WHAT HAVE WE LEARNT ABOUT THE COPY?
- 22. 2 TEST & LEARN • Tone really matters • Character limits matter WHAT HAVE WE LEARNT ABOUT THE COPY?
- 24. 2 TEST & LEARN • Tone really matters • Character limits matter • Think about different devices • Think about different platforms • Targeted copy • Timeliness and relevance WHAT HAVE WE LEARNT ABOUT THE COPY?
- 26. 2 TEST & LEARN • Tone really matters • Character limits matter • Think about different devices • Think about different platforms • Targeted copy • Timeliness and relevance • See what other people are doing WHAT HAVE WE LEARNT ABOUT THE COPY?
- 28. 2 TEST & LEARN • Stock imagery • Sourcing new imagery WHAT HAVE WE LEARNT ABOUT THE DESIGN?
- 30. 2 TEST & LEARN • Stock imagery • Sourcing new imagery • Creating new graphics WHAT HAVE WE LEARNT ABOUT THE DESIGN?
- 32. 2 TEST & LEARN • Stock imagery • Sourcing new imagery • Creating new graphics • Think about different devices • Think about different platforms • Facebook’s changing requirements WHAT HAVE WE LEARNT ABOUT THE DESIGN?
- 34. 2 TEST & LEARN • Stock imagery • Sourcing new imagery • Creating new graphics • Think about different devices • Think about different platforms • Facebook’s changing requirements • Trying out videos WHAT HAVE WE LEARNT ABOUT THE DESIGN?
- 35. 2 TEST & LEARN • Fundamentals don’t have to change • Set some benchmarks • Measure beyond the click rates! • Join in the conversation WHAT HAVE WE LEARNT ABOUT RUNNING ADS?
- 37. 2 TEST & LEARN • Fundamentals don’t have to change • Set some benchmarks • Measure beyond the click rates! • Join in the conversation • Think about the supporter journey WHAT HAVE WE LEARNT ABOUT RUNNING ADS?
- 39. 2 TEST & LEARN • Fundamentals don’t have to change • Set some benchmarks • Measure beyond the click rates! • Join in the conversation • Think about the supporter journey • It’s okay if it doesn’t work WHAT HAVE WE LEARNT ABOUT RUNNING ADS?
- 40. KEEP IT FRESH Registered charity no 803716/ SC03882
- 41. 3 KEEP IT FRESH • Agencies • Always on activity • Bigger budgets • Expanded our audiences HOW HAVE WE SCALED THE ACTIVITY?
- 42. 3 KEEP IT FRESH • More key calendar moments HOW HAVE WE STOPPED AD FATIGUE?
- 43. January February March April May June July August September October November December NEW YEAR’S VALENTINE’S DONOR STORIES PRIDE SUMMER DONATING ISN’T SCARY XMAS
- 45. 3 KEEP IT FRESH • More key calendar moments • New platforms to test • New placements to test HOW DID WE STOP AD FATIGUE?
- 47. 3 KEEP IT FRESH • More key calendar moments • New platforms to test • New placements to test • New content generation HOW DID WE STOP AD FATIGUE?
- 49. 3 KEEP IT FRESH • More key calendar moments • New platforms to test • New placements to test • New content generation • New ideas HOW DID WE STOP AD FATIGUE?
- 50. 1JUST DO IT 2TEST & LEARN 3KEEP IT FRESH IN SUMMARY
- 52. ITONLYTAKESONE
- 54. THANK YOU Registered charity no 803716/ SC03882
- 55. Creative social media ads 26 September Creatives Group London #charitycreative WiFi:
- 56. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk