Breaking WIRES Donation Records through UGC

UGC and Advertising Case Study

Increasing donations and ROAS through UGC and paid advertising

WIRES is Australia’s largest wildlife rescue organisation. In the wake of the 2019–20 bushfire season, the charity partnered with Social Garden to support with strategic advertising and social content to uplift donations and actively deliver their goal of rescuing and caring for sick, injured and orphaned native animals.

In 2021, Social Garden developed a UGC campaign with the organisation showcasing some of the work WIRES volunteers actively manage throughout the year.

10.87 ROAs

Compared to 1.8 in 2020

227%

In average donation value compared to 2020

12.41%

Conversion rate on ads campaigns

Timeframe

1 Jan - 30 Dec 2021

The job to be done

WIRES and Social Garden set a goal together in 2021 to generate more donations for their EOFY campaign than had ever been generated from digital.

1. Brand Awareness

Increase brand awareness WIRES to drive more traffic to the website and increasing the engagement with content and social platforms.

2. Increased donations and reduce the cost to acquire a donation

We wanted to focus on improving the ROAS for WIRES ad campaigns and help to bring the cost to acquire a donation down.

3. Use User Generated Content to increase ROAS

We knew our UGC can reduce our clients cost per lead by up to 88% so we wanted to test what we could generate in results for a cost-per-donation.

The execution

1. User Generated Content

We produced all WIRES paid ad copy and a high volume of their organic content to align with their above the line campaign. Our focus was producing User Generated content that was social first, and showed our audiences why now was the best time to donate.

2. Copy that aligned to ATL

Our Google Ad copy was also aligned to not digital channel messaging to help pick up both brand and non-branded searches for WIRES + broader EOFY donors. All the top performing creatives was video content.

3. Facebook and Google Ads campaigns

We ran paid Search & Social campaigns across different states and key audiences. Our brand awareness activity focuses on generating new audiences and directing traffic to the WIRES site, our lead gen campaigns focus on converting traffic into donors, and our retargeting campaigns focused on picking up audiences who hadn’t converted yet with more urgent messaging.

OUTCOME

Exceptional results

10.87 ROAs

Compared to 1.8 in 2020

12.41%

Conversion rate on ads campaigns

227%

In average donation value compared to 2020

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