Case Study: Royal Botanic Gardens, Kew drives quality legacy leads with Influence Digital

Royal Botanic Gardens, Kew drives 2M ad impressions with Influence Digital

The Royal Botanic Gardens, Kew, aimed to extend the reach of its legacy giving program to inspire supporters to leave a gift in their Will. Their challenge was to promote this sensitive and personal subject to a primarily 50+ audience and drive leads, particularly in line with Free Wills Month. They partnered with the vendor Influence Digital to develop a digital marketing campaign.

Influence Digital implemented a research-led strategy using emotive, social-first content and a rich microsite with The Guardian. The solution included targeted activity across Google Search, LinkedIn, and YouTube. The campaign achieved 2M ad impressions, 62 quality leads, and attracted 19K unique users through the partnership, all with a cost-efficient CPC of £1.41. The success led Kew to invite Influence Digital to partner on two subsequent campaigns.

Royal Botanic Gardens, Kew