How Platypus brought Missing People’s mental health support to 4,000 new people

10-second summary

Missing People wanted to recruit supporters and raise awareness of their mental health resources
We managed a Facebook Ads campaign driving supporters to a landing page on Missing People’s website where they could download free resources
Over 4,000 people downloaded the resources at a significantly lower cost than our target and the campaign was extended due to its success

What was the challenge?

Missing People’s mission is for every missing child and adult and every loved one left behind to find help, hope and a safe way to reconnect.

Over 100,000 adults go missing in the UK every year. Up to 80% have mental health problems, so the charity provides free guides on managing mental health on their website.

The charity wanted to reach new audiences and collect leads for people they could build relationships with and convert into donors to support their work.

What did we do?

We started by providing consultancy to the charity on their landing page content. We advised on the copy, images and structure which would help boost on-page conversion rates. This would lead to more people downloading the guide from all traffic sources.

We then planned a Facebook and Instagram Ads campaign which would drive people to download the guide.

We mapped out all the audiences who would see the campaign including engaged, interest-based and lookalike audiences.

We agreed to run the campaign for four weeks.

The campaign was bringing in so many leads that it was extended to six weeks.

What we achieved

Over 4,000 people downloaded the guides and were made aware of the charity’s mental health resources.

They also gave their contact details to Missing People. So these new supporters will now be nurtured by the charity to take campaigning actions, raise awareness of the charity’s work and make donations.

Natasha Stephenson, Marketing and Communications Officer at Missing People, said:

“We were really happy with how the campaign went; Platypus did an amazing job at helping us achieve the results we needed.

“We would recommend them because, throughout the campaign, we received excellent support from the team, and any issues were quickly communicated and resolved. They also went the extra mile and were happy to answer questions and advise on other campaigns or projects outside of this one. We would be delighted to work with them again on a campaign should the opportunity arise!”

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“I've worked with the Platypus team multiple times. They're the agency we always go back to because of their broad range of skills, consistently great team, good sense and pragmatism and the fact that hey are always a joy to work with."

"Platypus is the best search marketing agency I've worked with in over 20 years. No other agency has the level of paid search knowledge than they do."

“In a sometimes confusing and murky digital world, the guys at Platypus are a breath of fresh air. They know their stuff, they tell us it straight and really care about the work we do together. There’s a true sense of partnership between the Sightsavers and Platypus teams, which makes working together more productive and more enjoyable.”

"Platypus' social media review was incredibly useful for us. It helped us identify areas for improvement and provided practical recommendations that we could implement right away. The team's expertise and collaborative approach made the process smooth and very enjoyable!"

“The Platypus team were a dream to work with on this campaign. They clearly didn’t just use a boilerplate approach with us – they were flexible, adaptable, and quick to respond. What’s more, they are true Facebook Ads experts. It was the combination of their approach and expertise that made this campaign so successful. Thanks, Platypus!”

We would recommend Platypus - they work hard on optimisation and improved our campaigns. They have been an integral extension of our operations.

"We were really pleased with the SEO work that Platypus did for us. The team are very friendly and approachable and always happy to answer any questions or offer advice. We were delighted with the huge increase in organic search traffic.