Soi Dog Foundation's peak giving season, its single biggest fundraising window of the year, depended on a coordinated media plan across five channels, focused on the UK market.

The challenge was clear: a charity based in Thailand, competing with other larger, well-trusted charities in the UK, aiming to hit its target in a saturated market.
Hallam rebuilt the plan live: using a data-led model to find the point of diminishing returns on Meta, understanding where the audience for Soi Dog is, and leaning on a single hero creative “Darlin" to carry consistency across every market. The result was a ROAS of 2.3, a 55% improvement in CVR from Google Ads, and their overall Christmas appeal exceeded its donation target by 80%. In lots of ways, the campaign didn't go to plan, but came out stronger for it.

In her presentation, Simran talks through the rationale behind Soi Dog’s media plan and how it was brought to life while needing to pivot along the way. This media plan is a real example of how much decisions should be rooted in data, and how much emotion-led story-telling resonates best with the audience.