Case Study: Shelter (the housing & homelessness charity) boosts reach and drives cost-effective, high-engagement traffic with Outbrain

Outbrain Proves Most Engaging And Cost-Effective Marketing Activity

Shelter, the UK housing and homelessness charity, provides online advice across 600+ pages and 10 interactive tools and already reaches millions of users, but many people with housing problems don’t seek help or know the charity’s resources exist. Shelter’s goal was to raise awareness of its digital advice and drive traffic to its "Get Advice" pages—timely work made more urgent by the introduction of the “bedroom tax.”

Shelter integrated Outbrain’s content-discovery network to promote targeted, timely headlines across premium publisher sites (pay-per-click ~£0.20–£0.30), with geo-targeting and separate mobile/desktop campaigns and headline optimization. Over six weeks Outbrain delivered just under half the campaign’s traffic, produced a 25% bounce rate, longer on-site engagement, and click-through rates six times higher than display—Shelter called the mobile campaign its most cost-effective marketing activity.

Shelter

Raj Roy

Senior Digital Marketing Manager, Shelter UK