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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 2019 period, we launched an inspiring digital advertising campaign.

     Tactics

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

  • 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.

  • Used a mix of Facebook and Instagram organic content and ads to deliver our campaign – further maximising reach through paid Google Search, Display, Microsoft Bing and YouTube activity.

  • 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.​

  • Pairing clever copy with the feelgood imagery, our ads tapped into the emotions surrounding Christmas and festive gifting.

  • Ad sets were monitored daily to measure success, tweaking content, copy and budget allocation where necessary to optimise cost-per-objective. 
     

 

     Results

 

  • ​During the campaign period, a total of 287 gift memberships were sold as a direct result of Equinox’s digital campaign: 170 through our Facebook / Instagram activity, the other 117 via paid search.

 

  • Having reached near 600k users through the campaign, we were able to achieve a 235% ROI from the budget provided.

 

  • This figure represented +14.7% on the campaign’s projected revenue, as well as +68.6% on the same period in 2018.