Asthma UK case study
1m
New supporter sign-ups in 9 months
157 to 6
Transaction-based data segments converted to meaningful audience groups
10/10
Asthma UK survey score
It’s sometimes tricky to share the work we do publicly, but we’ve picked out some key stats above. And we’re always happy to tell you more in person...
Our Challenge
Asthma UK came to us with a marketing strategy in decline. Engagement with and donations via its BAU activity had seen steady erosion, while an overly complex, transaction-led marketing approach was making it hard to plan future strategy.
Our Approach
We partnered with Asthma UK using our ‘Peak Performance’ model. This involved working with client and agency partners to refine ongoing marketing strategy and draw up a roadmap of phased improvement.
Our Activity
We discovered the number of interactions across Asthma UK’s digital platforms far exceeded the overall reach of its database. So we blended its website, social and search data to create a marketing strategy based on people’s actual relationships with the charity – not just their transaction history.
Our Output
New relationship-based segmentation – 157 database segments became six needs-based audiences
Improved UX, data capture and conversion at key moments in digital journeys
A data strategy designed to convert a younger, digital audience into supporters
Simplified, optimised supporter journeys based on the new data strategy
The Impact
The current BAU contact strategy has been flipped from ‘give first, tell later’ to an audience-first educational approach. The aim is to convert those interacting with the charity from ‘patients’ into ‘supporters’ – and during the COVID-19 crisis, it’s resulted in an impressive 1m new sign-ups.
“They have uncovered hidden needs and motivations of our audiences and in doing so, step-changes to our segmentation that enable us to transform the way we talk about Asthma UK to our supporters”
