Boost memberships with Readpeak

Written by Ville Veikkolainen

Updated August 22, 2024

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In this case study, the Finnish Lifeboat Institution, in collaboration with marketing communications freelancer Jani Alanen, executed a highly successful campaign using the Readpeak platform. Their goal was to increase awareness of boating safety and promote Trossi membership among Finnish boat owners. By harnessing the power of native advertising, the campaign reached a highly engaged audience across various media channels, driving both awareness and membership growth for the organization.

Native advertising through our platform offered the institution precise targeting, ease of use, and real-time optimization, ensuring the campaign resonated with individuals who were likely to support maritime rescue efforts. This strategy resulted in impressive results, including a 125% increase in website traffic and significant improvements in engagement, making it a prime example of how targeted advertising can lead to impactful outcomes.

Campaign strategy and execution

During the planning phase, the Finnish Lifeboat Institution, on the recommendation of their marketing communications freelance expert, Jani Alanen, decided to use the Readpeak platform to reach boat owners. Native advertising via Readpeak was chosen for its ability to reach a broad and engaged audience across various media channels, as well as for its ease of use and targeted advertising efficiency.

Jani Alanen, the marketing communications freelancer, commented on the strategy: “I recommended integrating native advertising through the Readpeak platform into the campaign because it allowed us to precisely target audiences interested in boating safety and likely to support maritime rescue operations. The platform’s analytics tools enabled real-time campaign optimization, improving ROI.”

Content and execution
For the campaign, several articles detailing the benefits of Trossi membership were created for the Finnish Lifeboat Institution’s website. The native ads highlighted boaters’ experiences with Trossi membership and how it can assist in situations such as mechanical breakdowns. These ads directed readers from reputable Finnish online media to a dedicated landing page where they could learn more about Trossi and join through an easy-to-use form.

Campaign results

The campaign achieved its goals at an excellent level within just two months. Analytics installed for campaign tracking demonstrated that native advertising significantly increased awareness of Suomen Meripelastusseura’s activities among relevant target audiences. 

The website traffic of Suomen Meripelastusseura increased by 125% during the campaign, compared to the campaign conducted at a similar time previously in other channels, and engagement with advertising in other channels also improved significantly thanks to the native advertising campaign through Readpeak. The average reading time for articles was 52 seconds according to Google Analytics, with a CPC of €0.67 (below market average) and a CTR of 0.51%.

Conclusion

The Finnish Lifeboat Institution’s campaign showcases the power of strategic native advertising in driving engagement and membership growth. By leveraging the Readpeak platform, the organization effectively reached and educated its target audience, resulting in a 125% increase in website traffic and significant improvements in engagement metrics.

The collaboration with marketing communications expert Jani Alanen ensured precise targeting and real-time optimization, ultimately delivering impressive ROI. This case underscores the value of native advertising for non-profit organizations aiming to enhance awareness and support through digital channels.

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