Increase in sign ups
Implementation and Results
Dry January is a public health campaign that encourages people to give up alcohol for the first month of the year. It is run by the charity Alcohol Change UK.
Having worked with MCM Net on a number of smaller projects, Alcohol Change UK approached the team with a brief to plan, design, and implement a large-scale paid advertising campaign that would last 14 days.
The charity were keen to understand what impact a high-level digital strategy could have on brand awareness, traffic, and conversions.
MCM Net developed a multi-platform paid advertising campaign that would target users across Facebook, Instagram, Instagram Stories, Twitter and Google Ads.
This approach ensured that a strong level of brand awareness was achieved during the 14 day acquisition period, as demonstrated by the achievement of over 2 million impressions collectively.
Key to the campaign’s success was the creation of custom designs that responded to the individual trends and behaviours of each platform.
This ensured that platforms like Instagram and Instagram Stories were able to perform at the same level as Facebook.
The campaign utilised a two-stage funnel strategy, with progressive messaging that encouraged users to take part in Dry January; stage one messaging focused on sharing benefits and statistics, while stage two messaging placed more emphasis on the call to action.
This meant that if users did not convert in stage one, they’d then be retargeted within stage two, a structure that ultimately maximised the conversions.
As a whole, the Dry January campaign saw an 84% increase in participants between 2018 and 2019 across app downloads and website sign ups. Of this total, MCM Net’s paid advertising campaign directly contributed 13% of participants; this does not include the number of participants who may have discovered Dry January through the paid advertising campaign and converted through direct search/download.