Welsh Govt.

Cadw

A Christmas gift to go

down in history

As one of our longest-standing clients, we’re proud to help Cadw – the Welsh Government's historic environment service – with its integrated marketing requirements all-year round.

 

To boost membership numbers over the Christmas 2020 period, we launched an inspiring digital advertising campaign to drive purchases of Cadw Gift Membership for loved ones.

 

The campaign was implemented while Cadw sites remained closed to visitors in light of COVID-19.

     Tactics

  • Worked alongside Cadw’s insight and membership teams we harvested audience data to ensure our messages and campaign activity pinpointed the right markets.

  • Ensured campaign messaging remained sensitive to coronavirus restrictions in Wales and the wider UK.

  • Pairing clever philanthropic copy with feel good imagery, our ads tapped into the emotions surrounding Christmas, festive gifting and sense of hope for a brighter 2021.

  • Tapped into Black Friday and Cyber Monday to offer time-limited promotions on festive purchases.

 

  • Identified adults buying for parents, empty nesters, millennial couples and families living in Wales as key demographics – plus, the same audiences living in the English borders, incl. Welsh people living outside Wales, buying membership on behalf of loved ones to help protect and conserve Wales’s built heritage.

 

  • ​Used a mix of Facebook and Instagram organic content and ads to deliver our campaign – with ad messaging, content and budget allocation tweaked regularly to optimise performance and cost-per-objective.

 

  • ​Arranged a series of photo shoots at Cadw locations as well as a professional studio to create stunning imagery paired to each target audience segment.​​

     Results

  • ​During the month-long campaign period, a total of 180 gift memberships were sold as a direct result of Equinox’s digital campaign.

 

  • Having reached near 190k users through the campaign, we were able to attribute at least a 6:1 ROI to the campaign.

 

  • The campaign was +397% on KPI outcome.