A high impact, targeted creative campaign to drive an uplift in sales.

About our client

The Royal Air Force Museum is a registered charity, established with the purpose of sharing the story of the Royal Air Force – using the stories of its people to engage, inspire and encourage learning. With national restrictions forcing repeated closures of the Museums through 2020-21 our client needed to reduce their financial deficit and increase market penetration from their other income streams.

Strategy

Faced with considerable challenges, we had to think differently. We had to move quickly. We evaluated the market, the audience and the user experience and made a strategic plan.
How could we maximise a smaller budget, generate awareness with an audience that has purchase desire and increase sales?

Christmas 2020 was our best Christmas in 20 years of online trading.

― Frances Galvan, Head of Retail and Admissions

Our answer

A digital campaign, with both a brand-oriented and product-led creative approach, promoting Christmas gift-giving to a tailored audience: targeting consumers with an affinity to the brand or with an enthusiasm for RAF related interests.

Creative

Our digital campaign was centred around creativity.

We created a new seasonal RAF Museum Shop logo to brand the shop for Christmas. Our social ads leveraged the RAF brand and focused on presenting gifting opportunities themed around Christmas. Developing a flexible template meant we could react quickly to sales data, switching creatives to new products as our advertised lines sold out. We also designed and distributed a series of weekly emails themed around key buying dates (including Black Friday, Cyber Monday and Boxing Day).

Finally, to ensure a seamless user journey from awareness through to engagement and purchase we also designed and built a tailored campaign landing page.

Execution

The digital campaign ran across Facebook, Instagram, Search and Email, targeting audiences with the highest engagement potential. The project team utilised accelerated sprints to deliver high frequency releases.

Alongside the creative approach this created an integrated, unified and connected digital campaign which was an absolute game-changer for the RAF Museum, generating record-breaking results.