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- Objective: Centrepoint moved to All Response Media from a large network in 2017. We were tasked with increasing campaign effectiveness across offline and online media; enhancing attribution; and up-weighting TV delivery on variables that were the most efficient, such as day of week and stations.
- Strategy: By exploring Centrepoint’s historical data, via our proprietary response analysis platform, ARMalytics®, we carried out a full audit of past activity using RAPsure (a function within ARMalytics®). Analysing the data on a micro level, the campaign was delivered as planned by our media-integrated teams. We also deployed a fully restructured paid digital activity and expanded into Facebook.
- Results: The campaign delivered a drop in cost per SMS, despite increased TV investment. Facebook activity generated vastly greater donations versus the target set.
Centrepoint provides housing and support for young people in London, Manchester, Yorkshire and the North East and through partnerships all over the UK. They aim to give homeless young people a future and we want to end youth homelessness.
HRH The Duke of Cambridge has been their Patron since 2005 – following in the footsteps of his mother, Princess Diana. When it was his turn to take over some of her patronages, Centrepoint was the first one he chose. He regularly visits Centrepoint both in the public eye, but also in private, so he can meet and chat to the young people they support.
Find out more on how we can do the same for your TV campaigns
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