Published by Sue Johns-Chapman
Published Date 25.04.2025 
At Anuncia, we’re a performance marketing agency with a mission: to deliver growth that matters. That might be boosting ROI, lifting conversions—or in this case—generating record-breaking revenue to support the wellbeing of RAF veterans and their families. That’s why we’re so proud to be shortlisted for the Stand Out Charity / Not-for-Profit Campaign of the Year at the 2025 UK Digital Excellence Awards.
With five team members, we’re a tight-knit crew that prioritises deep specialist knowledge and thrives on strategy, creativity, and good old-fashioned results. Our approach is hands-on, data-driven, and relentlessly focused on impact. And nothing reflects that better than our campaign with RAFATRAD – the commercial arm of the Royal Air Force Association (RAFA) – where a thoughtful PPC strategy directly funded support for RAF personnel and veterans.
A Mission with Meaning
RAFATRAD sells RAF-themed merchandise and Remembrance products, using profits to fund mental health support, community initiatives, and welfare programmes for RAF personnel, veterans, and their families. Our challenge was clear: help them scale up their fundraising during the peak Remembrance period – without compromising cost-efficiency.
Our objectives were ambitious:
- Reach a 12x–14x ROAS (Return on Ad Spend)
- Increase YoY (Year-on-Year) revenue by 20-25% during October and November across the whole account
- Improve ad performance by 20–25% YoY
- Scale revenue to empower RAFATRAD’s mission and expand its charitable efforts
Starting with a modest budget (later raised, thanks to strong results), this campaign wasn’t about big spending – it was about smart, strategic optimisation.
Strategy that Soared
We got to work rethinking RAFATRAD’s Google Ads campaigns from the ground up. Drawing on historical data, we built new Performance Max structures tailored to product categories like Poppy Pins, Remembrance Earrings, Heritage Clothing, and more. This segmentation allowed us to align visuals and messaging with audience intent – connecting buyers to the stories and causes they cared about most.
We also fine-tuned the Google Merchant Centre feed to enhance visibility and relevance. Meanwhile, customised ad creatives focused on heritage, quality, and exclusivity—values that resonated deeply with the RAFATRAD audience.
When delays in product feed synchronisation threatened the campaign’s launch, we manually intervened to make sure everything went live on time. And when tracking limitations due to cookie restrictions obscured key revenue data, we cross-analysed Shopify and Google Ads performance to close the gap and maintain momentum.
Record-Breaking Results
The outcome? A powerful demonstration of how strategic optimisation can deliver both purpose and performance:
- ROAS: 15x with a peak of 183x (exceeding our 12–14x target and up 19% Year-on-Year)
The Year-on-Year improvements exceeding set targets:
- Revenue: Overall account revenue increased by 38% during the Remembrance period; the Remembrance Day Campaign contributing to the account’s revenue by 43%
- Clicks up 353%, CTR up 72%, CPC down by 52%
- Number of sales nearly doubled
This campaign didn’t just meet expectations—it rewrote them. Most importantly, the increased revenue translated directly into enhanced support for the RAF community.
Recognition that Matters
Being shortlisted for Stand Out Charity / Not-for-Profit Campaign of the Year at the 2025 UK Digital Excellence Awards is a proud moment for our team. As a small agency, it’s rewarding to see our work recognised at this level, especially for a campaign that combined clear strategy with meaningful impact.
Our work with RAFATRAD and RAFA showed how data-led marketing can support important causes and drive real results — and it’s great to see that effort acknowledged. This recognition also highlights the value of working closely with clients who are making a difference in their communities.
Putting together the entry was a valuable process in itself. It gave us the chance to step back, look at what we’ve achieved, and clearly communicate the thinking behind the campaign. It’s also helped raise our profile and given the team some well-deserved recognition for the hard work that went into it.
