Case Study – Nature Conservancy of Canada
We used a combination of social, video and paid advertising resulting in an exponential boost in traffic.
Summary
The Nature Conservancy of Canada (NCC) is a land conservation organization, founded in 1962. They provide protection of natural areas throughout Canada using purchases, donations or other financial sources to manage properties on a long-term basis.
The organization engaged Catalyst to increase their brand equity while creating an active presence on Facebook. They aimed to do this by building awareness of their Gifts of Canadian Nature campaign which provides 6 donation levels and includes a certificate and calendar that can be given as a holiday gift. The campaign was set to run over a 7-week period.
The Solution
Catalyst created a marketing strategy that combined multiple online channels to complement each other, reach their target audience, and ensure that NCC was actively present online for each step of their potential donors’ journey. Each channel had a unique set of creative messages ensuring the content spoke directly to the user depending on the phase of the journey they were in at the time – be it awareness, consideration, or purchase. Here were the channels used:
- Google Search
- Google Display
- Google Ad Grants
- Bing Ads
- YouTube Ads
- Yahoo Native Ads
- Facebook Ads and Promoted Posts
- Twitter Ads and Tweets
In addition to developing these campaigns and managing the above channels, Catalyst also created a new video to promote the gift offering and added a new landing page to their site, specific to the gift, in order to better convert visitors to donors.
Results
The combination of social, video and paid advertising had an exponential effect during this campaign. The YouTube video received over 7000 views, and the overall traffic to the Nature Conservancy of Canada website throughout the campaign period increased 14% when compared to the same period from the previous year.
That’s not all. Social referrals created a monumental increase in traffic by 2511% while organic search enjoyed a 58% increase when compared to the same periods the previous year. At the start, NCC had 1302 Facebook likes and at the end of our campaign it was 3443 — a 164% increase.