This is a good news story about the recent campaign results we achieved for one of our favourite clients – The Great Gardens of Cornwall. We’ve been working with them on a campaign basis for a number of years, however this year we tried something extra-innovative.
Whether data floats your boat or not, we’re about to talk numbers, and you’re going to love it!!Â
Don’t assume that because the results were fantastic that the cost was high – far from it. We’re going to outline how we created a compelling storytelling campaign for the gardens, which led to tangible opportunities for audience growth and all at minimal cost per result.Â
So let’s get down to business.
Back in February, we launched Behind the Gardens, a storytelling campaign celebrating the culture and identity of each of the 14 Great Gardens of Cornwall. Through a series of 14 engaging blogs, we gave each individual garden their moment in the limelight, we explored their rich histories, and put the spotlight on the dynamic and passionate personalities who shaped them.
Behind the Gardens was a multifaceted campaign spanning web, digital marketing, longform content, social media, photography and PR, however the blogs were the main focus. Never one to miss the prospect of increasing brand awareness, and driving website traffic, our Creative Director James saw an opportunity to boost the blog content with a low-cost, strategically targeted Meta campaign.Â
For a modest budget of £150 over a 24 day period, we trialled a blog traffic and newsletter sign-up campaign, and the results speak for themselves…Â
With 63,565 impressions, reaching 27,186 accounts and achieving 818 link clicks, the traffic campaign secured a cost per result of just £0.12p. Compare this reach (27,186) to the average performance of organic social media posts of 481, and you can see a huge uplift in reach created despite the fairly modest budget.
However, more interestingly, with a smaller budget allocation the database acquisition campaign hit 13,832 impressions, reached 6813 accounts and secured 181 new email sign-ups, with another impressive cost of just £0.28p per lead.Â
Both strands of the campaign demonstrated a healthy audience appetite for engaging content, and a strong intent to convert to mailing list subscription. The most prominent audience demographic that interacted with the campaign were females aged 55 and over.Â
Zooming out to look at the bigger picture, over a 6 month period total search impressions across the website increased by 584%, while total clicks to client’s web links to search engines also increased by 1247% – maximising the wave of interest by the incoming summer season through the launch of the 14 blog posts. Total impressions over the 6 month period reached 1.17 million – which is certainly something to shout about!
Through the Behind the Gardens campaign, we gained a greater understanding of our client’s target audience, an area in which you can never have too much insight.
Idenna prides itself on delivering a full-service approach, and this campaign is the perfect demonstration of how comprehensive storytelling, strong audience understanding and strategic advertising placement can support business growth and enable brands to flourish, even with a modest spend, comprehensive storytelling, strong audience understanding and strategic advertising placement can support business growth and enable brands to flourish, even with a modest spend.Â
Do you want to grow your audience and newsletter subscribers without it costing the earth? Do you have opportunities for business growth that you’d like support with? Â
Idenna can create a campaign that is aligned with your goals and allows for more focussed and effective deliverables; more engagement, more leads, more signups, and more revenue, whilst keeping your paid ad budget in check.Â
Maybe this time next year when we’re reflecting on the success stories of 2025, we’ll be writing a blog about you…