Agency: Illuma

How Illuma helped Shelter take cover from the ‘Beast from the East’

Illuma work with the charity Shelter to capture online donations, from both one off and regular contributors.

In a recent campaign Illuma were able to make smart use of weather data to identify more relevant audiences to help Shelter’s campaign to protect vulnerable people from becoming homeless.

Very early on in the campaign, the data statisticians at Illuma saw interesting trends coming through from the digital donations. They were able to dig down into the data and analyse those behavioural patterns. The results showed that responses from weather-led content around ‘Beast from the East’ and ‘Storm Emma’, when overlaid with certain day parts, were generating the most positive results.

Harnessing this audience data, and playing these insights forward in real time, allowed the traders to overlay instant changes to the bidding strategy – resulting in beneficial campaign outcomes.

Within nine days all the campaign statistics had improved positively and by the 10th day Addition Plus had optimised the campaign to a positive ROI position.

“In the past we have struggled to achieve positive results from programmatic and have had difficulty in taking key learning from campaigns. Working with [Illuma], we found a partner who both provided a high level of technical service, but also took a very personal approach to understanding the complex needs that our campaigns have. The team there took the time to integrate our campaign measurements and were very keen to react to external factors that boosted the campaigns success rate. We received clear reporting and achieved a very positive ROI, as well as having the confidence that our requirements and restrictions were strongly adhered to. I am delighted to be working with [Illuma] in the future also!”

Eoghan Beecher
Digital Fundraising Manager

About Shelter:
Shelter is a registered charity that campaigns to end homelessness and bad housing in England and Scotland.