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Kraken helped FreeWill raise over $1 billion in charitable bequests.
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‘With a mission to do good,’ FreeWill searched to gain more exposure towards their prospective users. FreeWill came to Kraken curious about the opportunity for B2C marketing with Google Search Ads. Aiding thousands of individuals and several nonprofits, FreeWill’s goal was to improve the efficiency of their marketing budget, and ultimately develop expertise within their internal team.
Beginning in 2020, Kraken recognized the challenges in store for their client’s new campaign. Successful, yet still growing, FreeWill would compete with two massive companies in the Google Ads space: LegalZoom & Rocket Lawyer. Upon sniffing out the competition, Kraken began to supervise the scaling of B2C Google Ads strategy to learn how to expand usership, and ultimately increase charitable bequests for FreeWill. To develop a detailed and innovative consumer facing ad strategy, Kraken applied the following:
Additionally, Kraken helped develop a comprehensive national prospecting campaign to expand marketing reach. They also applied geofenced targeting techniques in an effort to drive precise and impactful messages to FreeWill’s desired audience.
200,000+ conversions resulting in billions of dollars
Raised over $7.8 billion in charitable bequests
Scaled national budget and reduced CPA by 20%-30%
Kraken played a pivotal role in FreeWill's outstanding accomplishment of securing $7.8 billion in bequests. Leveraging their expertise, Kraken efficiently scaled their advertising campaigns to over $3 million while reducing their CPA by over 25%.
While FreeWill was previously spending around $600 per day, Kraken helped scale the volume to $3,000 per day. Kraken currently markets FreeWill on paid social platforms. Through various collaborative endeavors, extensive research, and remarkable results, Kraken learned how to help a smaller business strategically enter a space dominated by larger competitors, helping FreeWill solidify their pioneering position in the industry.
Kraken is one of the best agencies I’ve worked with in any function. They are structured, responsive, and most importantly know their craft, and will get the job done. We’ve learned so much from working with them.
