Vinspired: Targeted online advertising
Monthly traffic volumes increased by 222% by engaging
young people and changing perceptions of
volunteering
Background
Vinspired (v) is an independent charity set up to inspire
a new generation of volunteers aged 16-25. To date it has
commissioned over 700,000 volunteering opportunities and is backed
by the government and private businesses including MTV and
Sky.
v briefed STEAK to use online media to help meet their
marketing aims:
- Drive visits to v's online portal
- Encourage the target audience to volunteer
- Change the perception of volunteering among hard to reach
groups
Work
v's target audience - 'Generation Y' (born after 1982) -
are media savvy, educated and huge consumers of digital media. To
reach them, STEAK used paid search to capture those searching for
volunteering opportunities, and display activity to raise awareness
and reach those who had not previously considered
volunteering.
Banner creative focused on a key message, 'what's your
v?', and challenged the audience to discover opportunities based
around their passions such as music and sport. STEAK collected
information on individual web-browsing habits to target young
people on social networks, engage with them, and drive them to
pages with information and opportunities based specifically around
their hobbies.
Results
Within three months STEAK had helped drive over 113,000
visits to vinspired.com. In addition:
- Monthly traffic volumes increased by 222%
- Monthly registrations via the site grew by
560%
- Cost per registration reduced by 25%, allowing the
charity to channel funds elsewhere