Paid Social Case Study: Toybox

Our first paid social case study is for Toybox, a wonderful charity that we have been working with for a number of years on organic social media. They help to support street children around the world with basic support such as food and clothing, but their primary mission is to help street children gain legal identity and documentation so that they can access government support and services. 

Campaign Build

Having managed Toybox’s organic social media for several years, we were tasked with launching their annual “Give a Gift” campaign via paid social.

The objective was two-fold:

1. Awareness: Reach a new audience of potential donors.
2. Conversions: Drive direct sales of “alternative gifts” (e.g., birth certificates, clothing, emergency packs) through their website.

We built the paid campaign from the ground up, handling everything from Ads Manager configuration and conversion tracking verification, to strategic ad creative development.

We made a conscious decision to avoid “sympathy-led” imagery. Instead, we leaned into Toybox’s incredible library of photography to focus on positive outcomes. We showcased the joy and transformation possible for as little as £5.

We leveraged Meta’s AI-powered targeting to identify motivated donors, feeding the algorithm a variety of static imagery and creative for different stages of the buyer consideration journey. 

Here are some examples of the creative we built:

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Throughout the campaign we kept Toybox in the loop with weekly performance updates and recommendations on how we could improve the campaign. Suggestions such as integrating some animated video for better visual hooks and including imagery that was succeeding on organic socials saw timely boosts to the campaign. 

At the point of conclusion at the end of 2025, we closed down what was a highly successful seasonal campaign. 

Results

This is what Toybox had to say about the campaign: 

“Dan was brilliant to work with as we tested paid ads, focusing on our alternative gift offering over the Christmas period. He made something we knew very little about feel really simple, kept us updated the whole way through, and helped us reach over 85,000 new people with nearly 1,500 clicks to our website. His suggestions on how to improve things as we went were invaluable as a small charity in helping us make the most of our limited budget. We’re so pleased with the awareness and brand boost this has given us and are excited to test more campaigns with him later this year.” – Emilie Hunter, Head of Individual Giving, Toybox

Let’s look at the stats: 

1. Reach: 85,721 new potential donors
2. Impressions: 216,099
3. Link Clicks: 1,418 high-intent visits to the website
4. Cost Per Click (CPC): £1.72
5. Total Ad Spend: £2,433.06

Beyond the 1,418 clicks and 85k reach, this campaign provided Toybox with a wealth of data on what resonates with their audience. We are thrilled to be continuing our partnership with Toybox, using these insights to deliver future seasonal paid campaigns.

This is our first paid social case study, but keep your eye out for more in the near future as we wrap up more successful campaigns for our customers.