RSPCA Boosts Donations with Full-Funnel Strategy in Their First CTV Campaign
"RSPCA's first CTV campaign exceeded our expectations. Thanks to GrowthAds' advanced audience optimization and premium CTV inventory, we were able to reach potential donors who wanted to support animals in need, maximizing our fundraising impact in a cost-effective way."
Rebeca Seston, Account Manager, John Ayling & Associates
328%
Lift in site visits
217%
Increase in donations
The Royal Society for the Prevention of Cruelty to Animals (RSPCA) is the world’s oldest and one of the largest animal welfare charities in the UK, specializing in animal rescue, rehabilitation, and rehoming.
Industry
Nonprofit
Brand
RSPCA
Product
GrowthAds Advertising Platform
Challenge
The RSPCA aimed to raise awareness about the worsening living conditions of animals due to the cost of living crisis. As part of a full-funnel campaign featuring online video and display ads, the RSPCA introduced connected TV (CTV) to their marketing strategy for the first time. Launching their “New Reality” Christmas Appeal ad, voiced by Imelda Staunton, the goal was to use their emotionally compelling video content to engage their core donor audience, delivering consistent messaging across channels to drive maximum donations.
Solution
RSPCA’s agency, John Ayling & Associates, utilized GrowthAds’ Interest-Based Audiences alongside CTV to achieve targeted, precise reach in highly engaging video environments. They created a custom audience of animal donors using keywords related to animals, charities, and Christmas donations, measuring campaign success through cost-effective video views, site visits, ad recall, and donations.
Results
By leveraging GrowthAds’ AI and machine learning engine, Ara™, RSPCA optimized its core donor audiences mid-campaign, resulting in significantly more efficient video engagement. This included:
- 1.5x video completion rate (VCR) goal through optimized interest-based audiences
- 32% more cost-effective dCPM, leading to 100k+ additional video views
The campaign’s cross-channel success was evident, with a 25% increase in ad recall and a 19% rise in donation intent, as measured by a third-party study. Additionally, there was a 328% boost in site visits and a 217% increase in donations, tracked through GrowthAds’ Funnel Impact Report. After proving the effectiveness of combining connected TV with online video and digital display, RSPCA plans to adopt an omnichannel approach for their future media strategy.
The Partnership
Brand: RSPCA
The Royal Society for the Prevention of Cruelty to Animals (RSPCA) is the world’s oldest and one of the largest animal welfare charities in the UK, focusing on animal rescue, rehabilitation, and rehoming.
Agency: John Ayling & Associates (JAA)
John Ayling & Associates (JAA) is a media agency that champions the underdog, assisting advertisers who face challenges by thinking strategically and acting quickly.
