Drinkaware boosts user engagement and conversion rates by 127% through targeted digital marketing strategies
Client overview
Drinkaware is the UK’s leading alcohol charity, dedicated to reducing alcohol-related harm through education and support. Since 2020, they have partnered with us to enhance their digital marketing initiatives and support on their content management system (CMS) website.
Drinkaware offers a variety of resources and digital tools aimed at empowering individuals to make informed choices about their drinking habits. Their services extend beyond the general public, collaborating with businesses and organisations to provide evidence-based advice, thereby amplifying their positive impact on society. Drinkaware’s unwavering commitment to transparency, user trust, and data-driven insights underpins their mission to build a safer and healthier relationship with alcohol across the UK.
Drinkaware offers a variety of resources and digital tools aimed at empowering individuals to make informed choices about their drinking habits. Their services extend beyond the general public, collaborating with businesses and organisations to provide evidence-based advice, thereby amplifying their positive impact on society. Drinkaware’s unwavering commitment to transparency, user trust, and data-driven insights underpins their mission to build a safer and healthier relationship with alcohol across the UK.
The challenge
Drinkaware faced significant challenges during their transition from Universal Analytics to Google Analytics 4, risking the loss of historical data and valuable insights for informed decision-making. They aimed to enhance user trust by ensuring full GDPR compliance, particularly around cookie management and user consent.
Drinkaware also struggled with their email marketing efforts, needing a strategy to effectively engage their audience and generate leads for the relaunch of the Drinkaware At Work initiative. With limited experience in digital advertising, they required guidance to optimise their marketing channels and create meaningful interactions with users.
Drinkaware also struggled with their email marketing efforts, needing a strategy to effectively engage their audience and generate leads for the relaunch of the Drinkaware At Work initiative. With limited experience in digital advertising, they required guidance to optimise their marketing channels and create meaningful interactions with users.
"Myself and everyone at Drinkaware are so happy with the impact we’ve seen from working with CTI marketing; you have added so much value to our business."— Director of Digital
The approach
Our approach focused on delivering a cohesive solution that enhanced data management, compliance, and user engagement. By combining several targeted marketing strategies, we aimed to provide Drinkaware with the tools they needed to drive effective decision-making and connect meaningfully with their audience.
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Data management and GDPR compliance:
We conducted a comprehensive audit of Drinkaware's existing cookies, categorising them to ensure compliance with GDPR regulations. A new consent management platform was implemented to facilitate user consent and enhance data transparency. -
Analytics integration:
We transitioned Drinkaware to Google Analytics 4 while ensuring data continuity through the integration of BigQuery, safeguarding historical data and enabling actionable insights for strategic decision-making. -
Enhanced data visualisation:
We developed custom Data Studio dashboards tailored to Drinkaware’s specific needs, providing interactive visualisations that empower their team to quickly assess performance metrics and make informed decisions. -
Email marketing strategy:
We designed a targeted email marketing campaign to engage potential leads for the Drinkaware At Work initiative. This included a series of automated emails with compelling content and incentives to encourage user interaction and enquiries. -
Digital marketing optimisation:
We refined Drinkaware’s PPC strategy, improving campaign structures and bidding strategies to generate more relevant traffic and conversions while focusing on ethical targeting during their advertisement campaigns.
The results
Our collaboration with Drinkaware produced impressive results by integrating data-driven insights across various marketing channels. This comprehensive approach enabled them to make informed decisions, optimally utilise resources, and significantly enhance user engagement.
These achievements have laid a strong foundation for future collaboration, positioning us to work together on additional growth initiatives and further campaigns aimed at expanding Drinkaware’s reach and impact.
These achievements have laid a strong foundation for future collaboration, positioning us to work together on additional growth initiatives and further campaigns aimed at expanding Drinkaware’s reach and impact.
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Our initial outreach engaged users effectively, generating valuable leads for the Drinkaware At Work initiative.77%open rate for targeted email campaigns
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By refining their PPC strategy, we maximised user interaction and generated significant interest in their services.127%increase in conversion rates from paid search
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The combined efforts in PPC marketing not only increased traffic but also led to a reduction in cost per conversion.63%improvement in overall engagement metrics
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Successfully achieved full GDPR compliance with a robust consent management solution, fostering user trust and confidence in data handling.GDPRenhanced compliance
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The transition to Google Analytics 4 and integration of BigQuery secured historical data, enabling Drinkaware to base strategic decisions on actionable insights derived from comprehensive analytics.GA4Improved analytics:
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Custom Data Studio dashboards provided Drinkaware’s team with real-time, interactive visualisations, empowering them to quickly assess performance metrics across all channels.dataeffective visualisation