Children’s Hospice South West (CHSW) is the only hospice provider for children in the south west of England, supporting more than 500 babies, children, young people and their families across Devon, Cornwall and Bristol. With almost £16 million needed every year to keep their three hospices running, legacy giving is a crucial part of how they sustain their services.
The Brief
In line with Hospice UK’s national Legacy campaign and CHSW’s Write Your Will Week, CHSW wanted to drive website traffic and encourage people in their local area to write a will, with the hope that in doing so, supporters would choose to leave a gift to CHSW. The campaign was geo-targeted across Exeter, Plymouth, Barnstaple and North Cornwall, directing audiences to an online tool to find a local solicitor to help them get started.
The Execution
CHSW partnered with Bauer Media to run a targeted digital audio advertising campaign using audioXi, allowing them to reach specific audiences across their key locations with precision. Bespoke audio creative was produced by the team, crafting a story-led, emotive ad that would cut through and connect with listeners on a personal level.
As Caroline at CHSW put it:
“We were so impressed by the audio creative put together by Tim, he got exactly what we needed; something that told a story, was emotive and cut through.”
Listen to the audio:
The Results
The campaign delivered impressive results, particularly given the tightly defined geographic targeting:
- 107,147 impressions delivered
- 14,390 unique users reached
- 99.44% listen-through rate
Summary
For CHSW, audioXi offered something they hadn’t been able to justify for years; a cost-effective, highly targeted audio advertising solution that made every penny of a charitable budget work harder. The campaign is a powerful example of how digital audio advertising can be used to support legacy fundraising, connect with local audiences, and deliver real, measurable impact.
As Caroline noted: “The increased levels of targeting possible with Bauer Media’s audioXi meant we were able to create a really targeted campaign to test, which would make our budget work as efficiently as possible.”
Ready to make your audio advertising work harder?
Get in touch with the Hits Radio Advertising team today to find out how audioXi can help your organisation reach the right people, in the right places, with a message that truly resonates.