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INBOUND MARKETING CASE: JULEMÆRKEHJEMMENE

How rebranding resulted in more funding for vulnerable children

REBRANDING THE CHRISTMAS SEAL FOUNDATION THROUGH A FOCUSED DIGITAL PRESENCE
90 %

Increased revenue from Google Ads in 1 year

198 %

increase in ROAS on paid social media

+24 %

Increased financial support for children

That's what we did

Strategic consulting
Education and training
Facebook Ads
Instagram Ads
Google Ads
Text production
Content optimization
Keyword analysis
Technical analysis

Much more than "just" Christmas labels and overweight children

What do you do when people no longer send physical Christmas cards? And what do you do when you want to show that you have many more areas of expertise than most people know about? These were some of the challenges the Christmas Seal Foundation faced and needed help with.

Many people know the Christmas Seal Foundation for their Christmas seals and work with overweight children. But in fact, Julemærkefonden is much more than that. That's why Julemærkefonden wanted to rebrand itself, partly through a digital transformation, so that Danes would become aware of Julemærkefonden's actual work; helping children who are unhappy, exposed to bullying and feel lonely. At the same time, they wanted to change the sender of the marketing communication from the Julemærke Foundation to the Julemærke homes, where the competencies are and where the daily work of giving vulnerable children a new start takes place.

"We had untapped potential with our digital presence as we weren't visible on Google within the themes we wanted to be visible on. That's why we first looked for an SEO partner but quickly realized that you could also contribute with strong competencies within Google Ads and SoMe - that's why we chose you", explains André G. Hansen, Strategic Project Manager at Julemærkefonden.

01
Goal setting

The Christmas Seal Foundation wanted to renew their brand and show the many disciplines they work with. In addition, they wanted more focus on digital channels so they could achieve higher visibility.

02
Process

The process was based on digital transformation, where the focus was on strengthening efforts on SEO, Google Ads and SoMe. Based on this, a targeted strategy was created to raise awareness about bullying, loneliness and unhappiness and to collect donations.

03
Results

With a much higher degree of digital presence in close collaboration with other media mixes, the Christmas Seal Foundation has succeeded in rebranding itself so that today there is a much greater degree of awareness of all their areas of expertise. This has also resulted in an increase of 24 % in financial support for vulnerable children.

Intensive focus on a stronger digital presence

After the collaboration began in the summer of 2020, the main focus was to strengthen the Julemærkefonden's digital presence to highlight their expertise and many years of experience in helping children out of unhappiness. The Christmas Seal Foundation lacked visibility on Google within relevant themes, and they also wanted to raise awareness of their work with children and collect donations on social media. With a holistic approach to the digital channels, we focused on the goal of increasing the visibility of the Christmas Seal Foundation on relevant topics across SEO, Google Ads and social media. In short, we helped the Christmas Seal Foundation to:

  • Create texts about bullying, unhappiness and loneliness
    When we started the collaboration, the Christmas Seal Foundation was only visible for one keyword (out of 209 desired keywords) on page 1 on Google. It was therefore important to create texts based on the Julemærkefonden's expert knowledge that could create visibility on Google and thus help the children, parents, institutions, etc. who were searching for knowledge and help online.
  • Create Google Ads campaigns, including Google Ad Grants
    The main purpose of the Google Ads campaigns was to create visibility and raise money for the vulnerable children. The majority of the Google Ads campaigns were Google Ad Grants, which are free ads for NGOs.
  • Create paid social media advertising
    The paid social media advertising focused on the many aspects of loneliness, unhappiness and bullying - not obesity. The aim was to raise awareness of the Christmas Seal Foundation's many disciplines and expertise. In parallel, paid advertising was used to sell products (Christmas stamps, gift tags, cookbooks, etc.) and collect donations to support the children.

In addition to skilled specialists, good results also require close collaboration throughout. Here André G. Hansen, Strategic Project Manager at Julemærkefonden, explains what the close collaboration has meant to them; "Your presence and flexibility has made a big difference for us. Having one of your specialists sitting with us a few days a week made the collaboration much easier. It also gave us the opportunity to involve you in several of the processes on an ongoing basis.".

For the kids - to the kids

Throughout the collaboration, it has been important that everything made should be for the children and to the children. Therefore, we are very proud of the great results we have achieved together:

  • 21.25 % Increased awareness of the Christmas Seal Foundation's many subject areas on average
  • 101 relevant keywords on page 1 (versus 1 keyword on page 1)
  • 90 % increase in revenue from Google Ads
  • 198 % increase in ROAS on paid social media advertising
  • 24 % increased financial support for the five Julemærke homes

The results are unmistakable - the Christmas Seal Foundation has managed to boost their rebranding and significantly increase their digital presence. Based on the overall effort consisting of TV, display etc. supported by SEO, Google Ads and SoMe, the awareness of the Christmas Seal Foundation's actual work; helping children who are unhappy, lonely or bullied, increased by an average of 21.25 %.

The Christmas Seal Foundation is therefore now much more associated with more than just Christmas seals and overweight children. This increased awareness and the large amount of money raised via Google Ads and SoMe has further resulted in 24 % increased financial support for the five Christmas Seal homes, as mentioned above.

With these great results, the Christmas Seal Foundation managed to win the Rambuk Award 2021.

"The entire collaboration has worked incredibly well, where you had a sharp team. There has been continuous interaction in the tasks, which has created great results. It has been success after success all the way through."
André G. Hansen

Strategic project manager

"At many agencies, you pay for a senior, but it's a junior who does the work. It's important to us that there is transparency in the collaboration and that you get what you pay for - and you do that with you."
André G. Hansen

Strategic project manager

Next steps

Continued collaboration

After a year-long digital journey, which in addition to great results has contributed to an increased focus on digital visibility internally at Julemærkefonden, the collaboration continued.

"When we see such great results while there is a close dialog throughout, it was very easy to decide to continue the collaboration. Because of your focus on helping and educating our internal resource, we now have a much greater focus on the many digital opportunities we face", explains André G. Hansen, Strategic Project Manager at Julemærkefonden.

The focus has subsequently continued to be on raising awareness of the Christmas Seal Foundation's many disciplines further through social media and Google Ads. In addition, the collaboration continues with ongoing agreements in the various disciplines to ensure that the experience of recent years is used as much as possible.

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Do you need help with your Google Marketing efforts or are you wondering if it makes sense for your business to focus on SEO and Google Ads? Contact Martino d'Apuzzo for a dialog about your project.

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