How does a leading military charity develop a marketing strategy and track a campaign’s success?

August 01, 2018, 9:35 AM GMT+0

In 2018, Help for Heroes launched a summer supporter focus campaign. YouGov helped them to develop a product proposition and marketing strategy.

During May and June 2018, Help for Heroes launched a summer supporter focus campaign, built around volunteering, baking and donating – to encourage the public to show their support during Armed Forces Day. A major part of this campaign was to relaunch its Bake for Heroes fundraising initiative.

Help for Heroes used YouGov Profiles to build a custom audience of those who like to bake or bake regularly, painting a picture based on demographics and lifestyle, attitudes and opinions, media consumption, online behaviour, and brand usage and perception.

Once the audience was defined, Help for Heroes used YouGov Profiles to find the best places to serve advertisements. As a charity, Help for Heroes needed to make sure every penny was spent wisely and that its strategy was built on robust data and evidence. The channel activation plan consisted of a mix of social media, search marketing, programmatic adverts, email and print — all based on YouGov Profiles data.

Help for Heroes used YouGov CharityIndex to understand the campaign’s impact. The analysis showed that in May 2018 consideration scores for those aged 18-49 and those with a military affiliation greatly increased.

While the campaign is still ongoing, at the time of writing, the charity had already reached 91% of the target for number of sign-ups.

Client Testimonial

“Without YouGov Profiles and CharityIndex we would not be able to make evidence-based decisions or devise robust marketing strategies. The tools allow us to understand the market, stay on top of changing trends and be as effective as we can be with our budgets.”

- Rebecca Davies – Head of Marketing Strategy, Help for Heroes

About the brand

Help for Heroes is one of the UK’s leading military charities providing support for those affected by military service and their families. Each year Armed Forces Day is a chance for the public to show their support for the men and women who make up the Armed Forces community.

Solution delivered by: Plan & Track

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