Crisis’s Multichannel Campaign Boosts Site Visits and Conversions
"GrowthAds' access to real-time data and their ability to connect upper- and lower-funnel activities were key to the success of our CTV and display campaign. Their approach, combined with real-time optimization, led to deeper consumer engagement, driving higher conversions and site visits. We're thrilled with the results."
Ben Foster, Managing Partner and Board Member, The Kite Factory
11%
Increased site visitor rate
21%
Increased conversion rate
Crisis is the UK’s leading charity supporting people experiencing homelessness, providing year-round services in education, employment, housing, and well-being.
Industry
Nonprofit
Brand
Crisis
Product
CTV, GrowthAds Advertising Platform
Challenge
Crisis and their agency, The Kite Factory, aimed to harness the power of CTV alongside a performance display campaign to raise awareness and drive charitable contributions for homelessness during the holiday season. By combining their impactful ‘Crisis at Christmas’ creative with advanced technology, the campaign sought to educate and inspire viewers to take action, encouraging donations to Crisis through the display campaign.
Solution
With GrowthAds’ unmatched access to real-time data, Crisis and The Kite Factory gained a comprehensive view of consumer behavior, allowing them to link upper-funnel activity with lower-funnel results. Crisis used conversion pixels on their donation page and targeted keywords related to homelessness and charities to meet their CTV campaign objectives. Their display campaign combined prospecting with conversion pixels and retargeted off-site visitors. This approach enabled them to identify and reach their ideal audience: women aged 35-64 with a household income of £70k+, who had strong interests in relationships, food, and drink.
Results
GrowthAds not only ensured that Crisis’ ads reached consumers wherever they were engaging with content, maximizing reach and engagement, but also did so at a lower cost:
- CTV campaign: 11% more cost-efficient dCPM
- Display campaign: 47% lower CPA than the benchmark
Crisis saw a strong increase in site visits from their CTV campaign, which rose by an additional 11% when combined with exposure to both CTV and display ads, resulting in a 21% boost in conversion rates.
The Partnership
Brand: Crisis
Crisis: The UK’s Leading Charity Supporting People Experiencing Homelessness with Education, Employment, Housing, and Well-being Services
Agency: The Kite Factory
The Kite Factory: An Independent Agency Combining Heart, Art, and Science to Create Impactful Media Campaigns
