Guide Dogs is a charity committed to ensuring people who are blind or partially sighted enjoy the same freedom of movement as everyone else. Donations to Guide Dogs can come in the form of puppy sponsorships, which allow donors to contribute to the cost of training a puppy from a six-week-old bundle of fur to a fully-qualified guide dog. During the Christmas season, Guide Dogs and their agency, MC&C, wanted to increase these sponsorships.
Using 4C Affinities, proprietary targeting created using data science that leverages over two billion brand interactions, MC&C sniffed out audiences on Facebook most likely to engage with Guide Dogs. Following success with the initial targeting, MC&C expanded its use of 4C Affinities to include audiences most likely to engage with Guide Dogs' main competitors.
MC&C's campaign for Guide Dogs, powered by 4C Affinities, produced a 204% increase in the number of puppy sponsorships and a 223% increase in revenue as compared to the previous year. 4C Affinities out-pupformed all other targeting lines, including custom audiences of users who looked like existing sponsors, fans, and those who had spent the most time on the Guide Dogs website. By barking up the right trees, Guide Dogs was able to increase ROI by 80%, create a 41% more efficient Cost-Per-Conversion, and help connect more donors with puppies who will one day change the life of a blind or partially sighted person in need.
