SPANA was founded in 1923. Across Africa and the Middle East, SPANA clinics treat hundreds of thousands of donkeys, horses, mules, camels and livestock every year. Their education programme teaches children and owners respect and compassion for working animals. The charity has been helping with the welfare of working animals in Mali for decades and asked 4Ps to help give their campaign for the area a digital boost.


  • To raise vital awareness for the suffering of working animals in Mali
  • To drive sustainable donations from new charity supporters
  • To increase campaign reach
  • Increase the newsletter sign up numbers


The strategy utilised a combination of social media outreach, display advertising, remarketing,
Facebook advertising, social engagement, Pay Per Click and Search Engine Optimisation, all aimed at driving the core spring campaign running over six weeks.

  • Using a Facebook application and advertising alongside video promotion in order to give a holistic
    message of the animals’ story.
  • The Facebook application concentrated on a number of heart warming stories. This was made
    interactive through the use of question and answers relating directly to the benefits of donation. Other
    marketing collateral including the website, advertising and video content also focused towards this
    message to ensure consistency and integration.
  • 4Ps Marketing’s analytics and Insight team were heavily involved in the campaign to enable us to
    optimise and measure all media spend and agency resource against their objectives.


  • Before the campaign launched there were approximately 150 people on Facebook talking about SPANA. This increased to 2,500 conversations per day.
  • Throughout the last six months of the SEO activity, SPANA have moved from rank 53 to 6 for their core keyword ‘animal charity’.
  • The promoted videos became a strong asset to the campaign with an average cost per view of £0.09. These videos reached an audience of 2.5 million users.
  • Single donations reached an all time high for the charity and with a 146% increase in unique visitors to the website and a large growth in newsletter signups.

4Ps is a performance marketing agency like no other. To discuss how data driven campaigns can help you improve your conversion rates, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about digital marketing and behaviour across all inbound channels. How could a 4Ps search marketing consultant help your organisation to grow?