Cooling down the planet with an online strategy

Google offers a free advertising budget for charities: Google Grants. Dept organised Justdiggit’s participation in the Google Grants Pro programme. As a result, we get global attention without having to pay, and Justdiggit is easy to find using the Google search engine in different languages. To be eligible for this grant, you must meet a number of conditions. With the help of Dept, Justdiggit created a Google Grants Pro account, which provides Justdiggit with a monthly budget of $40,000 that it can spend on adverts in the Google search engine. Dept supports Justdiggit by helping them figure out the online strategy and providing free management for the AdWords campaign. The campaign aims to activate people (especially young people) and make them aware of the fact that there are actual solutions. Justdiggit opted for a global approach, involving purchasing keywords related to relevant themes. For example, when someone searches for “global warming”, “water scarcity” or “deforestation” it is likely that they will see a Justdiggit advert. The campaign also responds to current affairs. During the climate summit, the “Juststopit” ad showed the number of seconds the talks had lasted so far without actually taking concrete action. In addition to increasing brand awareness, the AdWords campaign also aims to encourage donations. Besides the Netherlands and Belgium, the campaign also focuses on South Africa, Australia/New Zealand, the United States, Canada, the Philippines, the United Kingdom and Ireland. - With almost a million ads being shown in Q4 2016, the campaign makes an essential contribution to Justdiggit’s brand name. - Click-through ratio of more than 5% over 53 thousand clicks went to the website www.justdiggit.org. - Dozens of donations were generated, with an average value of 50 Euro per donation.