Mental Health Foundation is a UK mental health charity that helps people understand mental health. They provide advice on looking after your own mental health and supporting others.
We had been working with Mental Health Foundation on their digital marketing campaigns since 2017.
Balancing awareness and fundraising goals in key campaign period
Every year, Mental Health Foundation runs a major campaign for Mental Health Awareness Week. This is their biggest brand awareness and fundraising period of the year.
It’s always an incredibly busy time for the charity. They’re creating content and launching activity across several platforms to reach fundraising and awareness goals.
They gave us a significant budget to reach those goals across three platforms: programmatic advertising, Facebook and Instagram ads, and Google Ads.
After the awareness campaign launched, they also wanted help selling products they’d developed with refugees – unique tote bags and postcards, plus their iconic green ribbon pin badges.
Integrated Google, Meta and programmatic campaigns
We split the digital marketing budget carefully based on what each platform does best and launched campaigns with carefully crafted ads across all three platforms.
For Google Ads, we used Performance Max campaigns to show content across all Google platforms.
For programmatic advertising, we launched several campaigns targeting different audiences to reach as many relevant people as possible within budget.
On Facebook and Instagram, we ran brand campaigns to drive people to the Mental Health Awareness Week landing page and encourage information pack downloads.
We later added Facebook e-commerce campaigns to sell the products, using individual creative for each item and targeting both warm and cold audiences.
We worked closely with the Mental Health Foundation team throughout, making quick adjustments based on what was working best.
All campaigns exceeded targets with outstanding results
Our digital advertising campaign significantly exceeded targets across all three channels.
Google Ads delivered over 4,200 resource downloads at a lower cost than projected, alongside a strong number of donations.
Programmatic advertising – used for the first time – raised more than three times the target.
Social media ads on Facebook and Instagram generated over 7,400 landing page visits and more than 1,000 resource downloads, with nearly 920 product sales driven by the campaign.
The campaign shows what can be achieved with a strategic cross-channel approach to a high profile charity awareness day.
Find out how we can help your charity deliver an equally successful campaign.
