CALM engaged Tug to join them on their mission in taking a stand against suicide and provide help to those in need.

The organisation have been going through a transformative period, with a core focus on improving performance, driving efficiencies, channel attribution, and subsequent ROI. 

Approach

As part of this transformation, Tug plays a strategic lead on the development and management of CALM’s Paid Search activity. The Google Ads grant plays a crucial role in ensuring that vulnerable people can find the information and support services they need by being visible in search. Whilst Campaign PPC activity focuses on Challenge Events, a key revenue driver for CALM, with over twenty events taking place each year.

Having taken over the Google Ads accounts from the previous agency, Tug immediately actioned a restructure to bring the accounts in-line with best-practices and expanding the keyword strategy to inspire a wider search audience who participate in Challenge Events and fundraise for CALM. The introduction of Dynamic Search Ads campaigns has been integral to driving maximum coverage and visibility across the wide range of Challenge Events whilst maintaining cost efficiency. 

Results

Results in the first 4-months have far exceeded expectations, generating a further 136 sign-ups and surpassing target by 97%.

As part of CALM’s drive to improve performance across the organisations marketing activity, having a single source of truth and data integrity is essential. Tug carried an in-depth audit and implementation plan against the organisations key objectives and metrics, providing a detailed measurement plan across all activity. 

The long-term vision for CALM is to bring all performance digital activity in-house by 2026 and Tug are also working with them to make this vision a reality. Monthly in-person training sessions take place across Paid Media and Data Analytics, and it’s been an absolute pleasure collaborating closely with CALM’s team and working towards such an important cause.