Generating a new level of awareness
Looking at just one month of the campaign (November 1 to December 1), PCRF gained 140,862 impressions and reached 76,322 unique individuals. Of those reached, Feathr tracked 2,073 clicks, with an average click-through rate of 1.5 percent. This is an outstanding result, considering the industry click-through rate average for display ads is between 0.2 to 0.3 percent.
Working through multiple digital marketing channels has had the desired impact.
“The early and consistent success of PCRF’s campaign indicates that their messaging is being well received and acted upon,” said Pate.
Wilson is pleased with the exposure that the campaign has generated. “Thanks to Feathr, we’re reaching an audience that has never heard about us,” said Wilson. “That’s wonderful.”
The Feathr Services team could have run the campaign without PCRF’s input, but PCRF’s opinion on matters such as which images to use was important to the process.
“The team believed that we understood our audience and what a childhood cancer donor looks like,” said Wilson. “Still, they were really helpful. It was like having a full-time person on staff. We didn’t have to hunt them down. They typically got back to us with what we needed before we asked for it.”