KNGF Geleidehonden helps people with disabilities achieve more independence with professionally trained guide dogs. KNGF is a charity foundation and they need sponsors. But where do you find and engage new sponsors?
We were asked by KNGF to help them figure out how to start an engaging lead campaign. The main objective was finding new sponsors, one-time donors as well as continuous donors. A lead campaign with online conversion as the main goal.
Together with KNGF we chose a two message campaign. The first to emphasise the urgency of donations and the second one to focus on the ‘cuteness factor’ of the pups.
For this campaign we used a lot of different kinds of content. For exposure of this content we used different strategies and media channels: display advertising, Facebook advertising and influencer marketing.
Facebook and Instagram are ideal platforms to get the ‘nice and cute’ content of the KNGF pups across. With prettysocial media we were able to engage the right target audience via a relevant publisher; Hart voor Dieren. Display retargeting was used to persuade the so called ‘shopping cart leavers’ to return to the website.
The combination of influencer marketing, display advertising (prospecting & retargeting) and Facebook advertising turned out to be the ideal mix of channels and means. The Facebook campaign achieved a conversion rate of 2,66% with 17.701 clicks to the landing page.
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