The Challenge

Up to 59% of deaths from injury could have been prevented had First Aid been properly administered before emergency services arrived, but only 1 in 20 people know what to do in an emergency situation. 

Ayima partnered with the British Red Cross to use PPC to drive first aid awareness. Whether it was urgent information, resources or training, we had to make sure that people knew the Red Cross was there to give it.

Our Solution

We worked on a strategy that delivered a new and innovative approach through action based targeting. This comprised of: 

  • Complete account restructures based on user intent and campaign goals
  • Setting up advanced on-site tracking for the British Red Cross
  • Redesigned audience strategies
  • Designed a localised strategy for in-person first aid courses
  • Built custom JS and python scripts to automate new processes
  • Scaled up PPC learnings to launch on Apple Search Ads and Bing to deliver additional volume.

Working closely with the British Red Cross, we drove significant and target-surpassing growth in both volume and quality of users. We helped people to find vital information right in their moment of need, winning a Drum Search Award in the process.

Results at a glance

Our top-to-bottom account restructure delivered a 53% increase in ROAS Year-on-Year, and won a Drum Search Award
Delivered both 86% more traffic at the same budget on long-tail terms, and a 86% rise in conversion rates
Our campaigns had a major impact on the bottom line, with a 61% increase in revenue YoY from first aid bookings
Highly successful app-install campaign, delivering 55% more installs than target, whilst coming in under budget.