Sense Sign School
Bridging the communication gap with Sense Sign School
Having moved to a wider engagement focus, Sense wanted to develop a product that helped bring potential donors closer to the cause before asking them for a donation.
Backed by the insight that disabled people felt disconnected from others, and even little daily interactions like saying “hello” felt out of reach, Sense launched a series of free British Sign Language lessons, delivered by ‘Mr Tyrese’, a Deaf 15 year-old boy who fronted the campaign, to help bridge the communication gap and enable people of all abilities to communicate whatever the situation.
Our media challenge was three-fold. We needed to drive sign-ups to Sense Sign School & encourage interactions with the daily lessons, engage a new audience to Sense, and finally collect opt-in data to continue the conversation and upsell post-campaign.
We achieved over 6x our volume targets at a CPL -83% lower than TKF’s charity benchmarks and -86% lower than Facebook’s average cost per action.
Sense’s opt in % was 62%, double our target, showing we had obtained high quality leads.
We reached a new audience – 60% of leads had never heard of Sense and only 6% of those had donated previously, providing an excellent opportunity for upsell.
-
62%
Opt in, double our target
-
60%
Of the new audience had never heard of Sense