British Canoeing

British Canoeing is the national governing body for paddlesports in the UK, with members gaining access to a range of benefits including discounts, and information about the waterways available to paddlers. In order to increase its membership numbers, British Canoeing identified that it needed to invest in a targeted Summer-long PPC campaign which would reach specific audiences and promote the benefits of joining its pre-existing community of over 75,000 UK members.

The team chose The Dairy to build and manage its seasonal PPC campaigns thanks to our proven track record of managing successful PPC for a number of brands.

In order to build a campaign that would deliver the desired results and drive membership sign-ups, we conducted a thorough scoping session with the team to gain a clear understanding of its audience and objectives. Using the results of this meeting, we conducted thorough keyword research and created ads that were targeted to a number of personas.

The resultant campaign was a huge success, delivering and surpassing the initial performance targets. Achievements included over 133,000 impressions, 24,000 clicks and a 4.5% increase in memberships from 89,000 to 93,000 across a two month time period.