Open navigation IDEAS WORK2021-06-24 Helping ACRES drive increased online visibility, donors and volunteers to support animal protection and welfare Essence Share 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 charities-apac@essenceglobal.com. Related Words Sign up for AdVentures Email address Subscribe COMPANY NEWS Essence launches Essence Impact to accelerate digital transformation for non-profit organisations in APAC Essence WORK Helping Club Rainbow drive increased online visibility, donors and volunteers to support children with chronic illnesses and their families Essence WORK Helping Bethesda Care Services accelerate digital transformation, and drive increased visibility, donations and volunteers to support families and individuals in need Essence Making brands more valuable to the world Agency Company Clients News Careers Culture Services Full Service Media Activation Ad Operations Analytics Business Planning Content Innovation Creative Data Strategy Planning Strategy Studio & Engineering Consulting Solutions Ecommerce Activation Framework & Assessment Tool Essence Consulting Services Essence Data Health Check Essence Media Health Check Contact us Instagram Facebook LinkedIn YouTube Twitter Offices Beijing Bengaluru Bogotá Chicago Delhi Düsseldorf Jakarta London Los Angeles Melbourne Minneapolis Mumbai New York Paris San Francisco São Paulo Seattle Seoul Shanghai Singapore Sydney Tokyo Toronto Your Privacy Diversity Terms of Use Modern Slavery Act Statement ©Copyright 2005–2021 Essence Global Limited. All Rights Reserved. This website uses cookies, some of which are necessary for the operation of the website and some of which are optional and designed to improve your experience. Using this tool will set a cookie to remember your preferences. You can review the cookies we use herehere Cookies Settings Reject All Accept All Cookies