UK Islamic Mission (UKIM) was formed in December 1962 on the initiative of a small group of Muslims who met in a Mosque in London to discuss the need for an organisation in Britain to cater for the needs of the new growing Muslim community arriving in the UK, and to convey the vision and message of Islam to the Western World.

The Challenge

UK Islamic Mission one of the leading Islamic charity had a long history and presence in the UK however their marketing model was primarily limited to TV advertising with phone in donation hotline. They wanted to move into the digital era and create revenue stream from the digital sphere

Insight

According to latest estimates there are more than 195,289 registered charities in the UK that raise and spend close to £80 billion a year. Together, they employ more than a million staff that’s more than various other sectors in the UK including the car, aerospace and chemical sector.

Strategy

We adopted a surrounding digital strategy for the whole year with seasonal peaks while covering the digital spectrum through search and visual mediums.

Execution

This was a year round campaign with seasonal fluctuations during the months of Ramadan , Eidul Adha and emergencies in order to create more impact and return on investment for our client. Year round search advertising campaigns were complimented with seasonal banner placements and email shots push in order to give a complete coverage.

Results

The client experienced astounding rise in revenue stream after moving into the digital spectrum, so much so that during their second advertising year they experienced up to five times increment ROI from first year.