Shelter integrated Outbrain into its marketing mix to amplify its impact and reach its prospective audience at scale. Outbrain was used to drive the discovery of Shelter’s content across its network of premium publisher sites to readers who were most likely to be interested in it, drawing on the discovery network’s sophisticated and proprietary algorithms.
When users clicked Shelter’s links, the charity paid on a cost-effective pay-per-click basis (typically 20p– 30p). Shelter wanted to capitalize on a period of increased focus on housing issues (the introduction of “bedroom tax”) to raise awareness of the charity as a place to offer support. Headlines were written in simple, easy to understand and informative language (e.g. Bedroom tax is coming — here’s what you can do), providing reassurance and help around the upcoming welfare changes.
To maintain momentum, Shelter updated content to keep the campaign fresh, and headlines were optimized based on Outbrain intelligence about the best-performing content. In addition, the content was geo-targeted to reach only those in England, and Shelter was able to develop separate campaigns for mobile and desktop to test engagement across a range of channels and devices.