Redkite

Redkite is a lifeline for families facing childhood cancer – a not-for-profit organisation that aims to render real emotional, financial, and practical support for families of children with cancer. It intends to reach out to and support not only the core family members but also the broad community surrounding those in distress and educate them on how to render support.

Redkite aims to support families impacted by childhood cancer while fostering a sense of community beyond immediate family members. A key objective is encouraging active participation from the broader public, driving meaningful community engagement and involvement. Additionally, Redkite seeks to raise awareness by educating people about childhood cancer, including its signs, symptoms, treatments, and the unique challenges affected families face, ultimately building a more informed and compassionate community.

GrowthOps designed a paid social media campaign for Redkite intending to boost community engagement. Execution took place in two phases:

Phase 1: Building engagement with families facing childhood cancer: To target the entire Google inventory, we utilised Performance Max and Google Search for our campaign, using a mix of branded and non-branded keywords. We wanted to capitalise on this to reach our target audience across YouTube, Search, Discover, and Gmail.

Phase 2: Reaching the broader community: We used Reddit to target interest groups like Health, Family & Relationships, and Public Health in order to cast a wider net and ensure our ads resonated with a broader audience. Additionally, we implemented Traffic and Lead-generation campaigns on Meta to ensure awareness and conversion.