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Ideas Work2021-06-24

Helping ACRES drive increased online visibility, donors and volunteers to support animal protection and welfare

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Essence

Background

Based in Singapore and founded in 2001, ACRES (Animal Concerns Research and Education Society) is a charity whose mission is to create a caring and socially responsible society where animals are treated as sentient beings. 

In 2020, due to challenges brought on by the onset of the COVID-19 pandemic and the resulting restrictions on physical events, ACRES was not able to carry out its fundraising events as before for its operational needs.

Essence wanted to help ACRES pivot its marketing activities digitally, and focus on driving increased visibility, donors and volunteers online via its website to support its cause in animal protection and welfare.

Solution

Introduced during the COVID-19 pandemic to aid non-profit organisations in their digital transformation, Essence Impact is a pro bono initiative that helps the organisations raise greater awareness, attract more donations and recruit new volunteers via their websites to support their causes and effect accelerated change. 

As part of the initiative, Essence helps eligible charities such as ACRES to apply for Google Ad Grants which provides up to US$10,000 per month of in-kind search advertising. Leveraging Essence’s best-in-class digital, data, analytics and technology capabilities, the agency also assists the organisations in setting up, managing and optimising their advertising campaigns to drive traffic to their websites. 

Execution

Following an initial discovery meeting with ACRES, Essence created Google Ads campaigns targeting audiences in Singapore and the APAC region. The team set up keywords, ads and bidding based on the agency’s best practices for clients. Essence and ACRES further collaborated to optimise the campaigns and expand reach to attract more visitors to ACRES’ website, and continue to improve visitors’ onsite experience through website audits and conversion rate optimisation. 

Results

With campaigns commencing in December 2020, ACRES saw a 140% year-on-year increase in its website traffic in February 2021. As the top traffic-driving media channel, search advertising accounted for 45% of all traffic in February 2021 and over 8,000 new online visitors in less than three months.

“Working with Essence has been a great opportunity for ACRES. Through periodic meetings, updates and professional guidance, we have learnt a lot more about the benefits of having an online presence. As part of our advocacy efforts, making our advisories visible when the public seeks help online during human-wildlife conflict situations in Singapore is key. As Singapore evolves into a ‘City in Nature’, there is a pressing need for more individuals to be aware of wildlife etiquette.” - Suriya Ashokan, Communications Executive, ACRES Singapore

Google Ad Grants is available in 68 countries around the world. Interested non-profit organisations can contact Essence for support at [email protected].