Analytics Report for Humane Society Campaign

01 — Project details

Campaign Title: The Perfect Match Project
Duration: September – November 2022
Objective: To rehome 25 animals per month by connecting potential adopters with their ideal pets through strategic digital marketing efforts. The campaign utilized social media, email outreach, and website engagement to drive adoptions and community participation.

02 — Creative process

Content Creation & Social Media Strategy:

  • Developed 45 social media posts (15 per month) across Facebook, Instagram, and Twitter.

  • Designed interactive content, such as "Meet Your Match Mondays" pet profiles and the "Which Pet is Your Perfect Match?" quiz, to encourage user participation.

  • Used short-form videos to highlight pet personalities and increase emotional engagement.

Email Marketing & Website Optimization:

  • Created weekly newsletters with subject lines like "Your Perfect Match is Waiting!", leading to above-average open rates (35%).

  • Integrated personalized pet recommendations within emails to drive adoption applications.

  • Optimized the "Perfect Match Quiz" page to direct visitors toward adoption profiles, increasing time spent on the site.

Community Engagement & Events:

  • Organized adoption events where attendees could meet pets in person.

  • Followed up with social media success stories to maintain campaign momentum.

03 — Results

Exceeded adoption goal: Rehomed an average of 31 animals per month (total: 95 adoptions in three months).

Social Media Growth:

  • Facebook engagement rate increased from 5% to 8%.

  • Instagram engagement rate rose from 7% to 12%.

  • Twitter engagement showed steady improvement (4% to 5%).

Website Performance:

  • Achieved 10,000 visits (a 50% increase from pre-campaign months).

  • Decreased bounce rate from 50% to 35%, improving user retention.

  • Visitors spent an average of 3 minutes, 10 seconds per session (up from 2 minutes, 20 seconds).

Email Marketing Success:

  • 35% open rate (well above the industry average of 20%).

  • 12% click-through rate leading to direct adoption applications.

  • 6% conversion rate from email links to finalized adoptions.

Caitlin Ridley

Jefferson City, TN | (865) 306-7859 | caitlinaridley00@gmail.com

© Caitlin Ridley, 2024