For the Royal British Legion, the UK's largest Armed Forces charity, 2020 brought with it many challenges for the Poppy Appeal, the charity's biggest annual fundraising campaign. As the nation was urged to stay home, there were far fewer opportunities for face-to-face fundraising to take place.


The brief was to deliver an integrated campaign across digital channels, building an emotional connection with the Armed Forces community and the work of the Legion. By delivering an integrated, cross-channel campaign for the (hopefully!) one-of-a-kind Poppy Appeal, the Croud team aimed to boost awareness and engagement, all whilst driving donations at an efficient cost-per-acquisition (CPA).


Our strategy was to deliver a joined-up campaign across paid social, programmatic and PPC, to extend the reach of the Poppy Appeal TV campaign. Leveraging bespoke creative that focused on the core message of Every poppy counts and testing new ad formats, combined with our intricate understanding of audience touchpoints, enabled us to maximise reach and then convert this engagement into donations.


The campaign was a huge success, driving over four times the targeted volume of both donations and revenue, all whilst keeping CPA more than three times below target.