Liberty
Raising more with value exchange and lead generation
Liberty has a big mission: to challenge injustice, defend freedom and campaign to make sure everyone in the UK is treated fairly.
But they came to us with three big challenges:
Grow income amidst increasing competition and declining traditional fundraising methods
Have meaningful political impact and influence policy while navigating the new digital landscape
Manage risk associated with the changing digital advertising landscape (cookie deprecation, Meta's challenges etc.)
Responsive marketing aligned with the news cycle to capture audience interest
New digital value exchange items to offer meaningful engagement opportunities to supporters
Extensive testing: Optimised conversion forms; new ways of working; creative routes; new channels
The answer? Lead generation
- which is all about attracting and mobilising supporters to drive real world impact.
So, we got to work… and came back with a three-pronged approach:
Here’s what we did:
Responsive marketing
Moving quickly and efficiently, we responded to news as it broke:
By speaking to the moment’s headlines, we drove leads as low cost as £0.37, and brought in donations too.
When a general election was called, we had to pause our top ads because they were political. So, we went in hard with messaging encouraging people to vote. And prepped ads ready to target the new government from its first day in office.
By being flexible and quick to change tack, we were able to keep bringing in leads whatever the political weather.
Digital value exchange
By analysing where Liberty’s areas of work crossed over with their audience’s biggest concerns, we came up with an idea for Liberty’s Practical Protest Guide.
We tested a range of ad creatives, and adapted the guide and ads for Freshers Week to targeted university students.
The results? Over 3,500 people now have the practical protest guide in their pocket.
Extensive testing
To drive the lowest possible CPL, we tested a wide range of creative routes, hooks and angels in our ads - then scaled up what worked.
We also found (this might surprise you) that Meta’s lead gen forms stood up well enough against Liberty’s own sign-up pages, and sped up our process.
