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Our challenge for Butterfly Foundation was to provide strategic digital marketing consultation regarding strategy, account structure, audience targeting, analytics and insights into how users engaged and interacted with their campaigns and website.
Prior to Ardent partnering with Butterfly Foundation, they were receiving little insight into the effectiveness of their digital campaigns against goals. Further, many of the digital channels were poorly set up resulting in greater inefficiencies and no direct commercial insights.
From the outset, it was clear that there were 3 pieces of the strategy that would be integral.
The first being understanding the user journey and how users interact with the Butterfly Foundation website, the user experience and importantly with their objectives and actions on the website. The team created a user journey map and built events on the website around the key services to ensure a greater understanding regarding the path users take to come to the website, the length of paths and overall, how and what is working for them.
The second integral part was greater understanding of who their target audience was online, where and what content they were consuming digitally, and then building personas of each. These personas provided greater insight into who is actually their audience pulling in demographic, behavioural and interest insights.
The third piece of the strategy was clear identification of goals and actions on the website to track and measure. This played into the journey mapping, however, included some advanced analytics tracking that would provide insights and meaningful data.
Blending the user journey and target audience personas a digital strategy was created that would provide the foundation for future endeavours.
As part of the strategy was also restructuring 2 key channels being Social Media – Facebook Ads Manager and Google Ads. Taking insights gained from the journey mapping, audience identification and advanced tracking on the website Ardent was able to create great efficiencies in the accounts and campaigns whilst increasing conversion and conversions rates.
Client Targets Achieved and Exceeded
Total website Goal Completions increased by 40.62% (ie. View donation page)
Total website Goal conversion rate increased by 40.57%
Google Ads number of Conversions increased by 84.44%
Google Ads Conversion rate increased by 176.48% YoY
287 donations achieved with over 2,000 petitions signed!
5X return on investment
The Ardent team are amazing. Megasealed Australia cannot be happier with their service and ability to deliver the best result. Very happy to have them on board!The Megasealed Team
Working in a small, but successful family run business means there are few resources, with everyone doing many jobs. Therefore, when it comes to media planning and buying it is essential to partner with someone that adds value, not only via experience, but by saving time and making things simpler and easier. Ardent Communications does this.Real Foods – Corn Thins
Ardent Communications have a great team who are very digital savvy and an impressive senior leadership team. Their experience in Google Ads is fantastic. They took the time to understand what we wanted to achieve as a business, and this really impressed me. They are genuine people who want to make a difference for other businesses. Highly recommended.Flo 2 Cash