In partnership with Dementia UK's digital marketing agency, Platypus Digital, we delivered a campaign which ran for three weeks during Free Wills Month, a period when a group of well-respected charities offer members of the public aged 55 and over the opportunity to have their simple Wills written or updated free of charge by using solicitors in selected locations across the UK. The creative encouraged neighbours to book an appointment with a local solicitor through Dementia UK to write their will.
Dementia UK’s initial test on the platform was incredibly successful, showing strong engagement and performance well below the CPA goal. We saw strong performance across all creatives, all above Nextdoor’s CTR benchmark and below the brand’s CPA goal. Female neighbours drove the strongest performance as well as Desktop and Android users, resulting in the lowest CPAs. The valuable insights gained from this campaign will inform the focus for future campaigns.
