Keep Wales Tidy
Driving a 42% increase in website traffic
Keep Wales Tidy is a charity working across Wales to protect the environment for now, and, for the future. Keep Wales Tidy were looking to increase the visibility of their cause and encourage people to pick up their litter, targeting mainly young adults. Keep Wales Tidy had run digital marketing adverts with previous agencies and their in-house team, but they had failed to achieve the results they wanted.
Project Objectives
Enhance Visibility: Increase the visibility of their campaign across Wales.
Audience Engagement: Using paid social media channels to start conversations.
Cost-Effective Solutions: Deliver results with a small budget, whilst maximising ROI.
Comprehensive Reporting: Provide detailed and actionable analytics and insights to measure the success of the campaigns.
Strategy & Approach
In order to not only meet, but exceed Keep Wales Tidy’s key performance indicators, we created a plan to ensure that we could generate awareness and website traffic cost effectively, utilising a multi-channel paid digital marketing approach, with campaigns running across Meta Ads and YouTube Ads.
Meta Ads Campaign
Target Audience: Young adults 16 – 24, families and individuals in Wales who have an interest in days out.
Content Strategy: We utilised video and static ads with concise ad copy to portray Keep Wales Tidy’s message quickly.
Ad Placement: Focused on high-traffic schedules and relevant placements to maximise visibility.
YouTube Ads
Keywords: Targeted keywords related to visiting popular attractions.
Ad Copy: Developed persuasive ad copy that portrayed Keep Wales Tidy’s messaging quickly.
Optimisation: Continuously optimised the campaign based on performance data.
Campaign Results
Impressions Delivered: Over 1,700,000 impressions, were delivered, which increased awareness.
Website Traffic: Increased website traffic by 42%.
YouTube Views: Generated 178,000+ views on YouTube, which helped increase awareness for Keep Wales Tidy’s campaign.
Insights & Lessons Learned
Working with Keep Wales Tidy provided valuable insights into the challenges faced with charities looking to generate awareness for their various causes.
Constrained Budgets: Working with limited budgets can be challenging, meaning that every £1 spent had to generate significant results.
Continuous Optimisation: Regularly updating and optimising campaigns to improve performance.
Comprehensive Reporting: Providing detailed reports that help clients understand the impact and ROI of their campaigns.