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Dementia UK

Reimagining Impact: How Dementia UK and The Kite Factory Delivered Record-Setting Results with Digital Innovation

Dementia UK faced a significant challenge: limited resources, no new creative assets, and a highly competitive charity sector dominated by high-spending players. With a tight budget and a brand refresh on the horizon, the goal was clear, generate high-quality leads, deepen audience engagement, and cut through a saturated market. The campaign needed to deliver exceptional results with existing assets, leveraging digital innovation to maximise impact.

What we did

To overcome these constraints, we utilised cutting-edge digital tools and technologies to reimagine existing creative. Our in-house platform, Kite Studio™, enabled rapid creative re-versioning, allowing us to test and adapt 2024 assets for maximum resonance. AI-powered creative testing informed which executions performed best, while our bespoke 59A algorithm targeted high-intent individuals for lead generation.

 

What we did

Media strategy focused on data-rich, ROI-positive channels like YouTube, Quantcast, and programmatic OOH. Spotify and YouTube nurtured emotional resonance in the mid-funnel, while strategic timing, front-loading activity post-Christmas and concentrating efforts in the evenings—ensured the campaign reached carers when they needed support most.

The campaign exceeded all key metrics:

  • Lead Generation: 21% above target with 48% opting into future communications.
  • Cost Per Acquisition (CPA): 18% improvement YoY.
  • Awareness: Google searches for “Dementia” increased 20% YoY, particularly in areas exposed to programmatic OOH.
  • Engagement: CTR rose from 0.36% to 0.58%, and paid social engagement jumped from 5.61% to 8.66%. 
  • Website Traffic: Doubled, with spikes in OOH-exposed regions.

This digitally intelligent approach, powered by creative tech and real-time optimisation, drove meaningful engagement and significant results without new assets or large budgets.

  • 21%

    Increase in Lead Generation

  • 18%

    Improvement in CPA YoY

  • 8.66%

    Increase in paid social engagement

Our work

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