Reload worked with the Everyday Hero team to set up a realistic signup benchmark and cost per acquisition. From there, all of the strategy and work Reload did was aimed at hitting this specific target.

Objective

Reload Media has worked with Everyday Hero US since October 2013, implementing a range of initiatives across PPC, social and website strategy. Everyday Hero approached Reload to help them launch the successful Australian brand into a very competitive new US market.

Everyday Hero looked to Reload to provide advice and suggestions to stay ahead of the competition and trial new digital marketing techniques, in an attempt to wrestle some of the market share against larger US brands. With this new launch, Everyday Hero created a new website with the help of Reload providing best practices and conversion tracking recommendations.

Everyday Hero is looking to continue their ongoing partnership with the Reload team with a new focus being placed back on the Australian and NZ market place.

Strategy

Initially a wide net was cast when the campaign first launched in the US market, across multiple keyword verticals including fundraising terms, charity/event terms, causes terms and competitor/partner terms. Everyday Hero knew the Australian market very well, but wanted a fresh approach to launch in the US market.

Reload worked with the Everyday Hero team to set up a realistic signup benchmark and cost per acquisition. From there, all of the strategy and work Reload did was aimed at hitting this specific target.

Tactics

  • With the market being so big in the US, it was important to test out differing geographic locations in order to best spend the dollars available.
  • Audience data was also collected as a way of identifying who we needed to specifically target.
  • The campaign was designed to use multiple channels suited to get Everyday Hero’s message out to their new audience including search, display, remarketing, true view and social media advertising across a range of target demographics and locations.
  • Facebook advertising was run over the course of the campaign with the aim of driving users to the site and registering an account. A number of insights led to this strategy adapting multiple times throughout the campaign period.
  • Over the course of the campaign, the value and performance of the keywords “Fundraising Ideas” and “Fund Raising Ideas” was found to be very high with ‘Sign Up Intent’ conversion rate consistently positive.

Everyday Hero looked to Reload to provide advice and suggestions to stay ahead of the competition and trial new digital marketing techniques, in an attempt to wrestle some of the market share against larger US brands.

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