What Our Client Wanted
We tested two different creative treatments: ‘It Started With…’ and ‘A Dog’s Life’, across multiple digital channels in multiple formats including statics, carousels, and video. We also tested single ‘cash asks’ against regular giving. Through our analysis we learned that potential supporters react better when dogs are in the imagery, so we focused our creative on themes that we knew would have the biggest impact. We continually optimised the campaign in flight, measuring response and re-allocating budget against different channels and audiences to maximise conversion to donation.