Lift Analytics
Lift Analytics helps you establish the effectiveness of campaigns and the impact of brand-led KPIs. Better connect campaigns to brand awareness and explore how investment in brand activity will tie into business objectives.
CASE STUDY
Safeguarding Historic Waterways & Native Wildlife with a Hyper-local Omnichannel Strategy
Objective
The Canal & River Trust is a UK charity, maintaining over 2,000 canals and rivers to protect heritage sites, wildlife, and green spaces. Tug was appointed to create a hyper-local omnichannel strategy that would raise awareness and support for the Trust’s mission.
Challenge
Due to recent government budget cuts of £300m and a general lack of awareness among the public, potential supporters needed to be educated on how canals and rivers are key to providing a safe habitat for wildlife and helping local communities thrive.
Solution
Tug’s Summer Campaign tapped into the seasonal use of canals and rivers. We planned a hyper-local, omnichannel campaign to reach our target audience at key moments using our golden thread approach to storytelling, taking Canal & River Trust’s audience on a journey from awe to awareness to action. To drive awareness, we reached audiences living within a 20-mile radius of canals and rivers through Paid Social, Programmatic Display and Video, TV, and OOH. Campaign impact was measured using Tug’s proprietary tool, Lift Analytics, to determine the correlative impact of awareness spend on key search-based metrics and website traffic.Results
24m
Paid Social and DOOH reached over 24 million people, surpassing target by 99%
120%
Increase in donations from PPC Brand, previously benchmarked at 50%
+20%
Increase in organic & direct traffic, previously benchmarked at 15%
Tug Labs
