Client
Redkite
Challenge & Goals
Community Engagement
Completed in
2024
Who
Redkite
Redkite is a lifeline for families facing childhood cancer – a not-for-profit organisation that aims to render real emotional, financial, and practical support for families of children with cancer. It intends to reach out to and support not only the core family members but also the broad community surrounding those in distress and educate them on how to render support.
The
Challenge
Redkite aims to support families impacted by childhood cancer while fostering a sense of community beyond immediate family members. A key objective is encouraging active participation from the broader public, driving meaningful community engagement and involvement. Additionally, Redkite seeks to raise awareness by educating people about childhood cancer, including its signs, symptoms, treatments, and the unique challenges affected families face, ultimately building a more informed and compassionate community.
Our
Approach
GrowthOps designed a paid social media campaign for Redkite intending to boost community engagement. Execution took place in two phases:
Phase 1: Building engagement with families facing childhood cancer: To target the entire Google inventory, we utilised Performance Max and Google Search for our campaign, using a mix of branded and non-branded keywords. We wanted to capitalise on this to reach our target audience across YouTube, Search, Discover, and Gmail.
Phase 2: Reaching the broader community: We used Reddit to target interest groups like Health, Family & Relationships, and Public Health in order to cast a wider net and ensure our ads resonated with a broader audience. Additionally, we implemented Traffic and Lead-generation campaigns on Meta to ensure awareness and conversion.
65x
Conversions
422%
YoY Increase in clicks
92.7%
YoY decrease in CPC
The
Results
GrowthOps and Redkite’s paid social campaign showcased a transformative improvement across all key metrics. By June 2024, we recorded a phenomenal increase in conversions, impressions, and clicks, indicating deeper audience engagement and more effective targeting. Redkite’s CTR increased by an impressive 8% year over year, showing stronger relevance and resonance with our audience. Cost per conversion also dropped significantly, underscoring the campaign’s precision and cost-effectiveness.
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Digital Executive
Yashi Wadiwala