Arke Agency

Challenge

Our objectives were to increase YoY volunteer applications whilst tracking other KPIs: Application clicks Total applications Maintaining CPAs below previous benchmarks The baseline we aimed to improve upon was: 210 application clicks 104 applications

Solution

A high-intent keyword strategy was implemented and focused on audience quality over scale to drive more meaningful engagement. We also built brand awareness and understanding of the IMB role as our research helped identify a gap in the market to build their brand. We used a multi-channel approach, leveraging Meta to drive awareness, consideration and trust, Google Display to build scale and visibility, and Google Search to reach people actively searching for volunteering opportunities

Result

The campaign exceeded recruitment targets while improving efficiency at both a national and local level. By aligning targeting, messaging and budget to priority geographies, we ensured activity translated into meaningful recruitment outcomes. Across all channels, the campaign generated: 667 applications (+548% YoY) 3.68% conversion rate (up from 2.88% YoY) 0.50% CTR, nearly double the expected performance 3.3M impressions (+603% YoY)

Challenge

The objectives were clear: Increase short-course applications by 20% YOY (primary KPI: Apply clicks + completed applications) Boost visibility of priority courses via Meta and Google Acquire new qualified users and drive more high-intent sessions Move prospects through the full funnel, from awareness to submission

Solution

Our first step was to drive awareness and consideration at scale, using authentic, student-led static visuals to resonate with prospective applicants. Creative A/B testing by gender allowed us to identify meaningful performance differences and refine our approach accordingly. We also split-tested key landing page routes, including /short-courses/ versus /introductory-courses/, to understand which journeys drove stronger engagement.

Result

Strategic thinking paired with timely optimisation, creative testing and tracking resulted in success! Our high-performing, efficient campaign exceeded expectations across all channels, delivering meaningful business uplift for the client. 129% Increase in Application Clicks 244 Applications Submitted +93.4% YoY growth 246% ROI Performance benchmarks were exceeded by 129%, and Arke drove 9% of all new site users, a significant uplift for short-course discovery.

Challenge

We took on the challenge of going beyond awareness and influencing real-world behaviour in the world’s most competitive airport city by supporting the GWR North Downs Line through targeted paid activity. This new partnership marked a significant step change in connectivity, with train frequency from Reading to London Gatwick doubling from one to two trains per hour.

Solution

The integrated campaign was built around a high-reach awareness strategy, designed to introduce more frequent train services and shift perceptions around accessibility to Gatwick. Our strategy was built on a powerful insight: while airport choice is often dictated by flight timings and destination, transport to the airport is still in play. Rather than competing solely at the point of flight booking, we targeted this overlooked moment of decision: how people choose to get to the airport

Result

All four platforms (DAX, Google, Meta, and Spotify) met or exceeded key performance indicators (KPIs), driving broad awareness and engagement among our target audiences in key commuter regions. Across all channels, we served 9,794,816 impressions at a CPM of £2.38, against forecast impressions of 4.6M – 112% above target. Furthermore, we generated 76,808 clicks at a CTR of 0.78% and CPC of £0.30.