Reaching for the Sky(rise) to increase memberships for the Woodland Trust

JAA Media

The Woodland Trust were faced with an increasingly saturated Membership audience and declining recruitment through their standard framework of media channels. Working in partnership with Skyrise, we tapped into their vast data set to help build the declining audience pool.

Using an audience-first approach, we built segmented cohorts of audiences that fit into the charity’s existing ‘Green Audiences’ entirely based on data signals. We deployed a DOOH campaign that ran for one month, targeting audiences across digital placements at the right place and time. This was supported with integrated mobile display retargeting and digital audio, also deployed via Skyrise, to reach our core audience segments and amplify the campaign message. To prove the effectiveness of the partnership we created controlled and exposed groups to show uplift in membership volumes. We secured 2,883 new memberships, generating £172,980 income (significantly above target).