The Challenge
We partnered with Toilet Twinning to run a flagship paid social campaign that would drive donations and increase brand awareness. They had a unique angle on fundraising – twinning your loo with a toilet on the other side of the world, helping bring clean water and sanitation to that community.
The challenge was to create high impact ad creative that both explained the unique approach, and also drove scalable results.
What We Did
To achieve an increase in awareness and donations we focused on a strategic approach to Facebook and Instagram, which included:
- Developing A Creative Strategy: At the heart of success was a six-month roadmap and messaging framework that used both evergreen and seasonal messaging to drive interest and conversions.
- Highly Effective Adverts: Combining different formats, messaging and angles allowed us to continually supply fresh, high impact adverts, which extended the life of the campaign and allowed us to scale spend.
- Creating a Testing Environment: Allocating a proportion of budget to testing campaigns allowed us to spot high performing ads, as well as flops. Data from tests fed back into insights and planning, ensuring we had an evolving strategy.
A key factor in the campaign’s success was our ability to oversee and optimise every stage of the process, from strategic direction, advert creation, campaign management and analytics and insight.
The Results
- 4,905 Toilets Twinned: Achieving significant impact through sustained paid advertising efforts.
- £20.32 Cost per Toilet Twinned: Delivering efficient results while maintaining a sustainable return on investment.
- 2.9 million people reached: Ensuring broad visibility for the campaign.
- 112,406 people clicked through: Driving high-intent traffic to the website.
How We Did It
- We adopted a structured testing framework to experiment with different creative formats, messaging angles, and audience segments.
- Leveraging User Generated Content (UGC) in adverts helped achieve a hook rate of 40.8%, over double the industry average.
- We capitalised on key gifting moments like Easter and Father’s Day, lowering CPA during these periods.
- Utilising community engagement – one ad that encouraged users to share their twinning stories received 111+ comments and drove a cost per purchase 25% lower than the campaign average.
- Insights from analytics directly informed creative direction, messaging, and targeting strategies, ensuring a constant cycle of learning and improvement.
Conclusion
By combining creative strategy with data-driven decision-making we helped Toilet Twinning significantly expand its reach and fundraising success. This campaign not only generated immediate donations but also built a strong foundation for continued engagement and growth.
