CRY is India’s most trusted NGO working to ensure happier childhoods for underprivileged children

CRY CAMPAIGN - A

Campaign Challenge

How do we reduce the exits and improve the results on the final donation landing page?

Our Approach

  • Brought the colour palette in line with the CRY branding
  • Provided validation to the donation through bulleted text
  • Personalized the headline with each individual campaign for continuity
  • Made the page mobile responsive
  • Simplified the donation form with all the functions of checkout in the same section - so that the donor does NOT move away
  • Minified codes and optimized content to increase the website speed
  • Added relevant content like where your money goes to convert visitors to donors

Outcome

  • Click to Donate ROI went up exponentially
  • This format is now our standard format for all campaigns
  • The embed of the donation process is a big learning for registrations, donations and other pages that need user interactivity on a web page

CRY CAMPAIGN - B

Campaign Challenge

Creating higher engagement month on month, increasing and sustaining donations for the brand.

Our Approach

Fact-based topical campaigns
Personalized landing page with a relevant story
Emphasized happy outcomes
Fresh designs with different emotional appeals
Call to Action (CTA) button included on all spots
High resolution and relevant images used
DONATIONS ROI 15x

CRY CAMPAIGN - C

Campaign Challenge

How can Media play a role in creating higher engagement and sustaining brand donations?

Our Approach

  • A 3-month blueprint – from creating media awareness to monetizing it
  • 80+ Google speed score of landing pages
  • Thoughtful creatives and ad copies
  • Focused media – that targets and attracts donating audiences
  • Strict mapping & monitoring through tools like SEMRush, Google Analytics and Hootsuite
  • Usage of varied media - single image, carousel image, video, html banners and search ads
  • Experimented with new platforms like FB, LinkedIn, Quora, Twitter, Instagram, Taboola

CRY Campaign D - Video Campaigns

Campaign Challenge

  • Non converting video campaigns
  • CPV above INR 10
  • On Facebook, engagement rate <1%
  • 100% video view rate was almost negligible
  • Hardly any donations either on YouTube or on Social Media

Our Approach

  • Made video campaigns specific to industry trend; kept it short and crisp
  • Created videos around various intervention areas and some content stories like success stories, impact numbers, root causes, etc.
  • Targeted the campaign based on interest and audience behavior for YouTube and Facebook
  • Created and incorporated an effective landing page with respect to the video content
  • Regularly monitored the campaign's major stats like CPV, engagement rate, CTR, CPC, ROAS, RoI, etc.

SEO Challenges

  • The motto of CRY was to build the brand as the most preferred NGO in India working towards child rights. CRY wanted to develop and strengthen a base of donors and volunteers through organic activities. 
  • CRY NGO was also looking for a way to build awareness among the domestic and international audience. CRY wanted to reach out to those actively looking to participate and contribute towards society via an NGO – in the form of donation or volunteerism. 
  • Organic traffic was one of the main challenges with the CRY website.

Our Approach

  • CRY was very well aware of SEO benefits but they were hunting for a reliable partner who can strategically drive the brand online and design creatives that leave an impression of a responsible NGO; an emotional connect with the target audience. 
  • We recommended a holistic SEO approach that included organic activities for the major search engines. 
  • Regular posting on social media handles would be effective.
  • We started content marketing to build better brand awareness.

Outcome

  • We started the project with website performance analysis and changes in On-Page optimization. They implemented our recommendations with immediate effect.
  • The SEO activities were wholly adopted for quality link building on high authority websites.
  • Strict checks and control over the spam backlinks.
  • Added blogging in our portfolio for CRY as content marketing was one of the main mediums to reach out to the target audience.
  • Initiated organic activities for relevant keywords such as ‘donate online’, ‘donate for child education', ‘CRY NGO’ and many such keywords on major search engines.
  • We optimized blog pages according to specific sets of keywords for more relevant organic traffic.
  • We continued suggesting new optimization ideas based on website performance analysis. 
  • Reporting for all web activities was our key to strategizing, monitoring, and optimizing in the best possible way.

Testimonials

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