The Salvation Army

About The Salvation Army

Each individual possesses an inherent worth and dignity. This belief motivates The Salvation Army centres across Ontario to offer services and programs that serve their community. In doing so, they strive to restore dignity and hope in the lives of vulnerable people. 

The Challenge

The Salvation Army has relied heavily on offline charitable initiatives, like the Christmas Kettle campaign. They came to us wanting to diversify their marketing efforts by branching into digital marketing. With no prior digital marketing, we first had to test digital channels such as Google Search, Discovery, Youtube, Display, Facebook, and Instagram.



The Solution

We began by conducting in-depth customer research to refine our targeting on these newly-tested digital channels. Then we updated creative and content on all platforms and began implementing our digital strategy across Google Search, Discovery, Display, Youtube, Facebook, and Instagram.


We made tactical changes to the campaigns, including adding call, site link, and image and callout extensions. We optimized the targeting based on our research. This approach and strategy increased donation value and positive ROAS on the campaigns while firmly establishing a digital footprint for the charity. 

The Results

This refreshed digital strategy boosted the non-profits charitable reach with:







We’ve been able to grow our digital presence because of the collaboration and trust we have in the Major Tom team. Through this partnership, we’ve developed one of the most comprehensive digital media strategies in our sector.

Billy Canning, The Salvation Army

Divisional Manager, Marketing & Communications

Major Tom was an incredible partner in bringing this campaign to life. They supported our desire to dream bigger and imagined a campaign that resonated globally. With their experience and strategic thinking we were able to make this truly social-first to maximize our reach and connect with our audience.

Tamara Kamaka, Giants of Africa

Director, PR & Social Media

Major Tom was largely responsible for the dramatic increase in Milk Makeup’s site traffic, and for the resulting increase in profits for the business.

Mila Mendez, Milk Makeup

Vice President of eCommerce and Digital Marketing

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