AAT had an urgent desire to increase membership subscriptions to their accredited accountancy training association while simultaneously increasing brand awareness and valuing their existing membership. The timeline was extremely tight, as the campaign deadline was to coincide with their advertising campaign to promote maximum exposure.
Our concept centred around positive and inspiring messaging of sharing success encouraging members to pass on this opportunity and refer friends or colleagues directly and via social media. We created a responsive microsite and email template with explainer videos that highlighted member’s achievements and was full of simple calls to action, with an incentive for referrals. We also established a comprehensive analytical tracking system to measure the effectiveness of the campaign: an element of the campaign that had not previously been implemented and is now integral part of this campaign.
48% email open rate
89% download buttons clicked conversion
2.5% average click through rate