The Australian Animal Poisons Helpline came to us for help to design and manage a competition to get their free pet poisons advice helpline in front of their target audience of pet owners – and ideally encourage those pet-loving competition entrants to support the charitable organisation continue its work.
We were very excited to work with AAPH, not just because it meant we got to spend more time looking at cute dog pictures, but also because as pet owners ourselves, we know there’s nothing more important than getting the right advice at the right time to potentially save our four-legged friends from harm – or worse.
What is the Australian Animal Poisons Helpline?
The Australian Animal Poisons Helpline is a non-profit charitable organisation that provides free advice to pet owners whose pets may be experiencing the effects of poisons.
As a charitable organisation, the Australian Animal Poisons Helpline relies on the donations of pet owners and those who use their helpline to keep the service operating and providing vital and potentially life-saving advice.
The competition goal.
Our main goal for this competition, was to add 5,000 new, relevant, warm email addresses AND phone numbers to the AAPH database so the team could nurture these pet owners into regular donors to keep the service sustainable.
The competition strategy.
The team at the Australian Animal Poisons Helpline already had some high profile sponsors, keen to get involved and contribute to the prize for the competition; so our first port of call was to get strategic with the prize pool to ensure we could make as many happy pet owners and wagging doggo tails as possible.
Along with a well thought-out strategy for the prize, we carefully planned out who to show the competition to and where, what our promotional material should say, how much to spend on ads to reach new people, the perfect time to launch (and how long to stay open) and how, where and what we would collect in terms of entries.
We planned to launch the competition just before Pet Poisons Prevention Month in March, to help reinforce the importance of poisons awareness and education.
To say this competition exceeded our expectations would be a huge understatement. Perhaps it would be more accurate to say that we underestimated just how pawesome and suppawtive the pet-owning community could be?
- Our stretch goal for the competition was 5,000 entries (that included both an email address and a phone number)… we achieved our 5,000 entry goal in the first two weeks of the competition and actually had to change our ad targeting to reduce the number of entries so the team could manage the follow up calls!
- All in all the competition attracted 12,063 entries from dog-loving owners and we reached 130,017 people with our ads.
- The competition saw an 80% conversion rate from landing page visitor to competition entrant…
- … and it cost us on average just $0.22 cents per email address AND phone number gained during the competition.
But most importantly, we made five little doggies very, very happy with a bumper doggy bag of goodies from brands like Hills and Kong arriving on their doorsteps.
OrigamiGlobe was truly thrilled to be asked to help promote such a worthy, worthwhile and impawtant (sorry, we’ll stop now) cause. Seeing the competition shared far and wide and having to drill down on who our ads targeted because we were receiving too many entries makes us incredibly proud and excited to do what we do with competitions.
Congratulations to the Australian Animal Poisons Helpline on an incredibly well-deserved competition result – and we look forward to the next one!