“Just a quick message to say how lovely it has been working with you, and a big thank you for all of your efforts that went so far to make the Mental Health Champions Foundation programme so successful.”
Digital Marketing Manager, Place2Be
In this article:
Place2Be is a children’s mental health charity with over 25 years’ experience working with pupils, families and staff in UK schools. They provide mental health support in schools through one-to-one and group counselling using tried and tested methods backed by research. They also offer expert training and professional qualifications.
In August 2020, Place2Be launched a new online training programme to help schools gain a deeper understanding of children’s mental health: the Mental Health Champions Foundation programme. The online course was available to 50,000 UK teachers to prepare them for the expected increase in pupils’ mental health problems following the COVID-19 lockdown.
Place2Be asked Empower to help generate sign-ups for its Mental Health Champions programme by targeting teachers via Facebook Ads and Google Ads.
Our focus was to keep the cost per sign-up low, making sure we meet our budget target and keep volumes high in targeted locations with more involved sponsors.
Empower helped Place2Be optimise their landing page, thus ensuring a higher conversion rate to keep the sign-up volume high.
Working closely with the Place2Be team, we also produced all of the messaging and creatives, making sure all assets were tailored to the different types of users we were trying to reach.
Empower also produced a video that outlined why teachers should sign up to the course, which acted as the main creative focus for the campaign.
Over the 10 months Empower worked on Place2Be’s Facebook Ads and Google Ads campaign, we were able to achieve over 16,000 sign-ups at a 9% conversion rate.
For the broader targeting, the campaign achieved a £0.40 cost per signup – an amazing result according to Facebook’s Ads team:
“You should also note that the UK is a very competitive market and, in my experience, the cost just for link clicks is £0.40 on an average; I have never seen any conversion campaign that brings leads for less than £0.40.”
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