We teamed up with the RSPB's Legacy department in Spring 2020 to launch our pioneering Adaptive Acquisition digital campaign. Using non-linear digital targeting and adaptive campaign management, our aim was to minimise cost per lead, maximise affordable conversions, and gain valuable insights on motivating their audience segments.
After the initial campaign's success, we've completed five additional rounds of legacy acquisition activities, employing insights and content from the first campaign to further refine our approach and boost conversion rates for the RSPB.
We developed over 60 unique pieces of content and crafted nine targeting sets, all centred around Catsnake's Legacy Motivators. We delved into 28 different narratives about the RSPB and their efforts to protect British nature, while also examining a variety of emotional framings and formats.
Throughout the campaign, we pinpointed the significance of long-term, ambitious conservation and regeneration projects in inspiring the RSPB's legacy audience. Additionally, we uncovered and developed methods to address the deep concern potential RSPB legators have about the future of British nature. Through numerous split-tests, we also fine-tuned the technical aspects of the RSPB's digital legacy acquisition approach.
In subsequent campaigns, we've managed to further reduce the average cost per lead for the RSPB Legacy department and enhance sign-up rates.
"We’d previously run successful digital campaigns with Catsnake, and planned to continue with another run to support our latest TV campaign. Yet again, the Catsnake team excelled, creating a rich library of content for us to use throughout the campaign. Not only do they create first-rate content, but it’s the professionalism and attention to detail throughout the duration of the campaign that really sets them apart – the ability to actively monitor the performance throughout and optimise content mid-campaign based on that. The results speak for themselves, returning the most contactable legacy leads we’ve ever seen for a digital campaign. I wouldn’t hesitate to work with Catsnake on future digital campaigns, and we’re already looking ahead to the next one."