RBLI Jubilee Campaign 2022

Delivering significant, measurable ROAS by managing RBLI's e-commerce advertising campaigns for the Queen's Platinum Jubilee. Profit, with purpose.

Delivering 4.77 return on ad spend


As a charity, Royal British Legion Industries has been working with military veterans since 1919, offering employment, support, housing and care to armed forces personnel once their service has ended.

RBLI's fundraising goes beyond just generating donations. Their Social Enterprise, Britain's Bravest Manufacturing, produces a range of products which are sold via a dedicated eCommerce platform.


Having partnered on a number of previous succesful campaigns, RBLI were looking to Wonderful to help deliver the 2022 Queen's Platinum Jubilee campaign, with the aim of driving relevant audiences to their storefront and jubilee-dedicated product lines.

Wonderful were engaged to deliver a winning strategy based around paid social media advertising, across 3 months leading up to The Platinum Jubilee itself, that would deliver to key financial targets and utilise a range of custom audiences, copy and visual assets to achieve success.

An additional challenge in 2022 is Facebook's inaccuracy in reporting and tracking as a result of the iOS update and recent changes in cookie blocking by browsers. 


"The Queen's Platinum Jubilee generated huge swathes of national interest, but also high competition for the sale of commemorative Jubilee products & street party supplies."



Wonderful created and implemented an agile campaign strategy that focused on the use of Facebook ads to drive awareness and sales, built around dedicated RBLI Jubilee product groups and carefully selected audience segmentation that would allow for highly targeted ads without exhausting users.

Each ad group utilised a range of high quality visual assets, including still images and video, alongside copy variations that accounted for differences in product and audience selection, allowing results-driven optimisations to occur quickly and with maximum impact for each individual product.

Wonderful created a number of audiences and personas based on previous campaign learnings, as well as metrics including interests, previous interactions, any history of service, and more, that enabled us to use a granular approach without bogging down sales and distribution goals.

Specific alteration actions were planned across the lifetime of the campaign based on key dates and milestones, with updates to messaging and creative to reflect delivery times, proximity of the key campaign date, and more.

In addition, to solve the reporting challenges, Wonderful and RBLI worked together to utilise a third party API-based reporting platform which linked Meta Ads and Shopify's transactions directly, allowing us to accurately track all user journeys from social media interactions to website checkout. This enabled us to demonstrate and directly optimise accurate ROAS across each campaign. 

Average of 46 purchases per day


The campaign was hugely successful in a very short timeframe, delivering £4.77 in return for every £1 spent on digital advertising for a range of products which were competitively priced and economically produced. More importantly, the money raised from RBLI's eCommerce business goes straight back to Veterans.

Some headlines: 

  • Impressions: 6,789,691
  • Clicks: 129,280
  • Ave CPC (all): £0.85
  • Ave CTR: 0.65
  • ROAS: 4.77
  • Miles of Bunting Sold: 40+ Miles
    (that's from Maidstone to Margate)

Selling enough commemorative bunting to reach the summit of Mount Everest and beyond?

Completed it. 

“The team at Wonderful were incredibly helpful throughout the entirety of our Jubilee Campaign. They provided us with great guidance, and were very quick to create the ads and implement changes when required. Ads and audiences were optimised regularly, keeping the campaign performance high. This led to our Jubilee campaign generating a 4x return on investment for the charity. I would not hesitate to use Wonderful for future campaigns.”

Dylan Murray, Digital Marketing & eCommerce Manager


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